Being a spokesperson for a company demands a number of skills and traits, from being able to think on your feet, to communicating with confidence and clarity. It usually requires someone holding in-depth subject knowledge, whilst at the same time being au fait with the media; two things which don’t always go hand in hand.
Here are a few tips for making the right choice when selecting a spokesperson.
You can have more than one – something I see a lot is people assuming you need one spokesperson for everything, when actually it makes more sense to use different people for different scenarios. An MD or CEO is likely most appropriate on crisis comms and reputational issues, or for very broad subjects, but there will also be situations where subject specialists have more to offer.
Seniority – as suggested above, seniority is important when selecting a spokesperson but be aware that it’s not necessarily the most important thing. If someone else has specific knowledge or experience on the topic, it may make more sense to put them forward. Also bear in mind this depends on how large and well known your company is. Journalists may be more inclined to use someone who isn’t the CEO, or even C-suite, for a household name.
Job title – Journalists can sometimes be put off from using someone clearly in a sales or marketing role. If you feel they truly are the right person for the job, consider creating an alternate job title for them for these opportunities.
Excellent communication skills – knowing that your spokesperson can portray your message as clearly as possible is a priority, and different opportunities will demand different skills – not everyone who is well-equipped to draft the perfect response will feel as comfortable during a radio interview for example and vice versa. Bear in mind that even if you’re providing written responses, a journalist may prefer to follow up via phone call, so ensure that whoever you’re putting forward can string a sentence together!
Is media trained…. It’s important that the person you select is familiar with the way the media works, what journalists and editors are looking for, what they may be asked, and how to deal with potentially difficult questions.
….. but not too media trained – at the same time, journalists want to speak to real people about their first-hand experiences. They aren’t looking for ‘safe’, polished statements that centre around your key marketing messages.
Someone who’s going to stick around – on the more practical side of things, it’s certainly easier and lower risk to have someone who has been around long enough to be aware of any background knowledge they should be familiar with, whilst also being confident you’re not going to have to introduce someone else with the same job title, to the media, every few months.
Context is everything – selecting someone with the right level of seniority, subject matter, and communication skills should put you in good stead in most scenarios, but don’t be afraid to take a step back and consider the context. If the quote being put forward is about gender equality in senior roles for example, then bear this in mind when considering who your spokesperson is to ensure you aren’t unnecessarily undermining your message.
