Four Secret Qualities of a Superior Spokesperson
As a public relations professional, you can spend hours, days, weeks or even months crafting the perfect messaging for your client. You can be so sure that when your company’s message hits the press, it will be received with acceptance and praise. However, a company’s public messaging is only as good as its spokesperson and without the right delivery, a message can be completely misconstrued.
There are the obvious qualities that make a good spokesperson, such as:
- An eloquent speaker
- Someone who can think on their feet
- Commanding the room through projection of voice and confidence
- Being armed with the right information and talking points
- Someone who has been armed with a few practical tips for being a spokesperson
But today I’d like to share a few SECRET qualities that stand out amongst all successful spokespersons:
• They don’t say “the right thing.”
They say the honest thing. A great spokesperson admits when they are wrong, they give honest answers, they do not hide or twist the truth. They set realistic expectations, own up to wrong-doings and they can be trusted to say, and do, the right thing.
• They look good.
Sounds superficial, I know. I don’t mean that a quality spokesperson is attractive or looks especially youthful. I mean that he or she is well kept, presentable, groomed and properly dressed for the part. People are REALLY quick to judge, especially when you’re likely saying only a sentence or two, which may or may not be taken out of your original context. The least a spokesperson can do is ensure that he/she looks presentable. You can’t judge a book by its cover, but you can sure as hell judge a company by its spokesperson.
• They really, honestly care.
A spokesperson who truly believes in their company, their cause or their message, will be able to answer nearly anything thrown at them. They will be armed with the right knowledge because they are truly invested. They will stand up for the cause because they care on a personal level. They will be honest and they will be genuine and the public will see this. They are “believable.” If a spokesperson does not believe the messages he or she has been asked to relay, then there is a good chance that either you have the wrong messaging, or you have the wrong spokesperson.
• They’ve been trained.
While they look like naturals, the best spokespeople have been through “public speaking boot camp.” Even the most eloquent of speakers and most senior of employees can benefit because with training comes practice, and with practice comes confidence which is key when speaking on behalf of a company or organization. The value of media training cannot be realized until its been tried and we recommend it for any and all spokespersons facing the media. To get you started, here are a few interview tips to consider if you already have the right person. And if you respond better to “don’ts” than to “dos” here’s a thorough list of the top 10 don’ts for a great spokesperson. Keep in mind that there are professionals who can help you train, blog posts like these are just a start.
I hope that this post gets you critically thinking about your company or organization’s spokesperson and makes you re-evaluate whether or not your message is coming across clearly. Keep in mind that your media messaging doesn’t stop with the message, it stops with the messenger.
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