Identifying the “right” spokesperson is a big topic in the board room when public relations campaigns and social media efforts are discussed. And, usually the CEO or someone else with a big job title is named. After all, they come with the clout and cache, right?
Not necessarily. A job title does not necessarily make the person the best representative of the message or brand.
It should go without saying that the chosen someone should know the message and story and be able to answer questions related to the topic at hand. But, that’s not the only skill required. Great message deliverer also has the following characteristics.
- They are likeable. People are attracted to the messages of people they like. So, unless the story calls for being outraged, putting someone before a microphone or behind a podium that will make the audience uncomfortable isn’t wise. Rarely do you want someone who is confrontational, angry or sarcastic to lead the charge. You want someone who can figuratively bond with the audience.
- They have the appropriate energy for the topic, the brand and the audience. Just like you wouldn’t put someone who talks like a 22 year old professional skateboarder before a group of Wall Street investors (unless they are selling stock for a skateboarding company), you want to make sure the audience can related to said spokesperson. You want a spokesperson who can inspire and make audience members (even the audience of one) feel a certain way.
- They demonstrate real interest in their audience. There is no faster way to turn off a reporter or an audience than to act bored or disinterested. Why should someone care about someone who doesn’t seem to care about them?
What else do you believe a good spokesperson should have to move an audience to action?