|
Strategic Public Relations
How to Select Spokespeople
Introduction
A spokesperson may be the head of your organization or
someone outside your organization who has standing as an
expert on your issue, credibility with your target
audience, and supports your cause. Ideally, you should
have spokespeople of both kinds, because reporters
almost always look for external perspectives to fill out
a story and provide perspective.
You may want to consider high profile people—individuals
well known and respected in the community or in a field
of expertise relevant to your cause.
On some issues, local or national celebrities can boost
the credibility of your issue, and their star power
gives reporters added incentive to write or produce
stories about your cause. When using celebrities,
however, don’t position them as experts on an issue.
(See Andy Goodman’s article “Reach
for the Stars.”) Plan to select two or three people
from different arenas (a scientist, a local elected
official, a business person) to show that your issue has
broad support.
Note: In a crisis situation, however, choose only one
spokesperson to communicate with the public about how
your organization will remedy the problem and where
individuals can find more information. This creates more
consistency in your organization’s response than would
several spokespeople.
No matter whom you select to carry your message to the
media and ultimately to the public, your spokespeople
should:
• Be trained on the essentials of working with media and
have time to rehearse key messages and message points
• Be comfortable talking to journalists in any setting
(phone, press conference, face-to-face meeting)
• Be willing to be identified with your issue and/or
organization
• Be willing to be available to reporters—often at a
moment’s notice
Conclusion
A spokesperson represents the public image of your
organization. They communicate your message, values,
purpose and goals to the public and influence and inform
others through their appearance, demeanor and
communication style. Through some good coaching,
strategic thinking and practice, you can make sure that
your organization can create craft an important
impression upon your desired audiences.
I'd like to ...
>>
Provide Feedback on this article
>>
Learn more about The Communications Network
>>
Join The Communications Network Listserv
|
