As someone who has both served as a spokesperson and coached many others, I’m often asked, "Who is the right person to speak on behalf of a business or organization?"
While there are many qualities to look for in a spokesperson, it ultimately comes down to TRUST. For a spokesperson to achieve that with their audience, they must possess three core qualities: credibility, sincerity, and confidence. Let's take a closer look at each.
- Credibility: Depth of Experience and Knowledge: A good spokesperson knows their organization like the backs of both their hands! Their knowledge of the company is comprehensive and their experience within the organization allows them to speak with authority. Ideally, they also have the educational and/or professional qualifications that support their role within the company. With both experience and knowledge behind them, the spokesperson not only has the facts but they are CREDIBLE.
- Sincerity: Listening and Connecting with the Audience: A good spokesperson not only listens to the questions being asked, they pay attention to the concerns of employees, customers and other stakeholders. The spokesperson who listens is better equipped to really address what people want to know and answer them honestly. By truly listening, they can articulate the concerns of others and as a result comes across as SINCERE.
- Confidence: Clear and Engaging Communication: A good spokesperson must be able to put a sentence together. Whether it’s print, broadcast or video, the spokesperson must communicate the organization’s message in an engaging and persuasive manner. Investing in media coaching goes a long way in helping a spokesperson tell their story and ultimately conduct an interview with CONFIDENCE.
Using the criteria of credibility, sincerity and confidence makes the selection of the right spokesperson easier.
In some cases, the CEO will naturally assume this role, even if they need coaching to meet all the criteria. Preparing executives in the art of public speaking and media relations is a vital investment for organizations. You never know when they might be called upon and it's best to be prepared.
