A spokesperson is a person designated by the organization to speak to the public and convey the messages crafted by the public relations department. They must have legitimacy, which is why spokespersons are often members of senior management, experts, leaders – in short, they are representatives of an overall vision.
Here is a rundown of the qualities of a good spokesperson and the golden rules for a successful interview.
A good spokesperson is someone who is:
- Genuine: they believe in their message, even if they don’t agree with it.
- Natural: they remain the same, whether they are in front of the camera or not.
- Flexible: they can adapt to constraints and last-minute changes.
- Open: they are in sync with the organization’s messages but can also adapt according to the interview’s target audience and context (e.g., ensuring that accessible language is used on a youth program).
- Expressive: they deliver the message in a compelling way. They provide interesting statistics and examples, and create images that make it easy to remember their point(s).
- Dynamic: They credibly and energetically deliver a message they believe it and that people will remember.
How to be a good spokesperson:
- Know your topic well: after all, you are the expert!
- Offer a clear and consistent message: “walk the talk,” as the saying goes.
- Use simple, level-appropriate language: a seven year-old should understand your explanation.
- Be concise: when you have nothing more to say, stop talking.
- Don’t be afraid of repeating yourself: the message gets through after several repetitions.
- Avoid overly technical terms.
- Use short sentences.
- Respect the rhythm of spoken language.
- Give examples, share (true!) stories.
- Appearance matters: look neat, wear clean and understated clothing, with a visible logo. Stand up straight, smile and relax.
