Know when a colleague is ready to get in front of the camera.
Just because an executive is charismatic on Zoom doesn’t mean they should be the one answering questions on national news. The same goes for a business leader who has all the numbers and grasps all the facts.
Charm and knowledge are great assets to have when speaking to the media, but they alone aren’t enough to make someone an effective spokesperson capable of shaping how regulators, stakeholders and the public view the company. Representing an organization, after all, is about more than merely delivering information while looking good on camera.
A new course on Ragan Training titled “Building and Training Effective Media Spokespeople” outlines the four characteristics every good spokesperson should possess.
- Credibility
If the audience doesn’t believe the person speaking, it doesn’t matter what they’re saying. They might as well not be saying anything at all.
A good spokesperson needs credibility. They need to be trustworthy. They need to occupy a position within the company that gives them authority to speak on the topic at hand.
If a spokesperson doesn’t come across as an expert who knows what they’re talking about, their message — whatever it might be — won’t land.
- Composure
It’s one thing to answer questions from trusted advisors in an otherwise empty boardroom. It’s another when doing it on stage with a member of the media before a live audience.
A good spokesperson can handle pressure. They stay calm when the questions get tougher or head in a different direction than anticipated.
Composure, in other words, is the ability to remain steady in the face of stress, yet flexible enough to adapt if the conversation shifts.
- Clarity
A skilled spokesperson can explain complicated ideas in a way everyone understands. Their language is clear, precise and succinct.
Since the role is all about communication, an executive who defaults to jargon, buzzwords and overly technical analysis probably isn’t fit for the job. A lack of clarity also opens the door to misinterpretation.
If they tend to ramble or go off on tangents, they aren’t likely to hold the audience’s attention, either.
- Coachability
No one gets it right every time. There’s always room to improve.
A strong spokesperson understands this and welcomes feedback following each media appearance. They invite criticism because they want to do better.
If they aren’t willing to take direction or admit to their shortcomings, chances are they’ll repeat the same mistakes over and over again. This isn’t an ideal situation for companies that want their spokesperson to make a good impression on the public, especially during a crisis or major announcement.
Watch the full course on coaching colleagues to become effective media spokespeople on Ragan Training.
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