BORDERLESS | The road to becoming a spokesperson

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Tuesday, March 14, 2017

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IN EVERY organization, there is a need for a spokesperson.  I remember in one of the lessons in PR, a spokesperson is needed when the company wants to inform the public of very important information or when the company faces a crisis. A spokesperson conveys the message through the media. He may choose to conduct a press conference or a one-on-one interview.

What is clear to me is that if you are the spokesperson of a company or organization, you need to establish a good relationship with the media. It is taught in PR classes that as much as possible avoid conflicts with the media. The media is a powerful instrument that could bring your message across your publics. The media should be accommodated and when they ask questions they should not be considered as enemy. Oftentimes, when journalists ask crucial questions, some spokespersons immediately get uncomfortable and they throw angry words.

However, you cannot avoid sometimes; there are cases when some journalists ask questions that can offend a spokesperson. In short, the two parties should tolerate each other and should live harmoniously as much as possible.

Moreover, one of the careers that an AB Communication graduate can venture is in being a spokesperson. How to be a powerful spokesperson is one of the questions an AB Com student might ask.  I came across a good article that enumerates and explains the characteristics of a powerful spokesperson.

First, delivery is impeccable. Let’s face it, if you are a spokesperson, you must have a good command of the language and your delivery is clear. A basic tenet in communication says that communication only occurs if there is understanding between the two parties. However, understanding cannot be achieved if the delivery of information is unclear. Hence, as a spokesperson you need to be clear when you communicate information; otherwise, the results will be chaotic.

Second, know the audience. As a spokesperson, you must be aware who the target market of the organization is. Knowing them will make you aware how to package your statements and how to deal with them. Knowing the audience means you will be able to craft an effective message.

Third, embody authority. A spokesperson often faces high-level management and senior executives. He is also the face of the company or organization. Hence, when he gives information, he should be somebody who spells authority.

Fourth, exude a charismatic personality. A good spokesperson, according to the article, has magnetic personality. They are capable of making the audience like them. They are able to convince the media to like their organization. If a spokesperson has this personality, his organization will get good media mileage and publicity.

As a spokesperson, you must take care of your integrity. You must think twice before releasing a statement. You must be truthful. You must be genuine when you deal with the press.  To be good in any field needs tons of experience. Hence, you cannot be good overnight. You need to work hard for it and invest your time in making sure that you learn every step.

I would like to end with a quote. According to Seth Godin, People do not buy goods and services. They buy relations, stories and magic./PN






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