4 Things to Look for When Choosing a Spokesperson:
1. Captures attention
Whether your spokesperson is speaking in front of your stakeholders during a crisis, talking to the media at a news conference, or connecting with a live or virtual audience, his or her ability to capture your audience's attention is critical. A good spokesperson should be able to engage your public and draw them into your company's story.
2. Understands the audience
It's always beneficial to know your target audience. While your spokesperson's industry knowledge is a key strength, being able to communicate that knowledge on the level your audience will understand is vital. Your audience members come from a variety of backgrounds and have different levels of knowledge about your industry. Thus, a great spokesperson will tailor discussions based on the needs of the audience.
3. Assists in drafting speaking materials
A professional spokesperson crafts and presents his or her story (script, materials, speech) with very little input from your writing team. He or she can communicate your company's message clearly and effectively, saving your editor precious time. Talking points are always appreciated and often needed, but a talented spokesperson is prepared, organized and ready to effectively delivery your message.
4. Adjusts accordingly
Things don't always go as planned. Your audience might react unexpectedly or a situation might begin to get out of control. A competent spokesperson calmly evaluates situations right away and makes necessary adjustments.
Final Thoughts...
Every client has a different need or requirement for a spokesperson. It could be to provide a consistent and friendly voice. Other times, they bring the energy. Then there are those who become ambassadors and offer credibility and trustworthiness to your brand. I highly recommend you work with a spokesperson who's willing to speak with you about your goals, is prepared to provide consistent service and who'll be flexible to meet your needs.
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