5 traits of a good spokesperson

[Image: Spokesperson sitting in a chair in front of a camera as the interview begins]

From the point of view of Public Relations, the spokesperson is a company’s main asset. The embodiment of a company’s face, voice and values in front of the media, they are sought after in the event of good news – and also of bad news. So picking the right spokesperson is a challenging but rewarding task.

Through media training work, a potential spokesperson can hone their communication skills with the press in order to improve their performance in interviews. Performance as a company representative in the media can be assessed according to one’s ability to share key messages, maintain good relationships with journalists, and convey security and assertiveness on the topic of discussion.

In the long run, it pays to remember that a good spokesperson is key to the success of a Public Relations strategy. The more accessible, kind, informative and helpful the interviewee, the more likely they will be called on by the press with new opportunities for interviews and media appearances – which strengthens the company’s image and its relevance to the public and other stakeholders.

A smile can open doors in ordinary life, and this applies with the press too. In general, likeable and pleasant spokespeople make journalists more comfortable during interviews and help to establish genuine connections with the press. Each case is unique, but being open and empathetic, knowing how to listen and mastering the art of good conversation is a differential when building relationships. Journalists who already know and enjoy listening to a particular spokesperson will routinely seek them out for new opportunities.

Knowing how to answer journalists’ questions calmly and concisely is important, but knowing exactly what to say, and how and when to say it, is even more so. A good spokesperson can interpret the context of the interview and identify the right time to provide relevant statements. Moreover, they know what to say to avoid a difficult question, or when to stop talking altogether. This is a big challenge that requires experience and intuition, which can be improved with media training.

When it comes to technology, science, innovation or financial market companies, it is common to identify highly specialized spokespeople who use terminologies and concepts specific to their area of ​​activity in their everyday speech. Even when talking to journalists specialized in a certain market, a spokesperson should aim to use accessible language and always be ready to ‘uncomplicate’ certain issues. This is essential for bringing the press and the public closer to the company.

This trait is essential in times of crisis. When giving interviews, the spokesperson must understand that their face and voice are the personification of the company and, criticisms or curt questions, which are not always pleasant to answer, will inevitably be directed towards them. In these moments, staying calm and being aware that these attacks are not directed at you, but at the corporation you represent, is essential to avoiding unpleasant situations, while successfully communicating the company’s key messages.

In this case, practice makes perfect. But every good spokesperson should know how to measure the length and content of their answers, have a rewarding dialogue with journalists, and take advantage of media opportunities to promote the brand they represents – its ideals, values ​​and key messages. This is a characteristic commonly explored in sessions and media training.

If you have identified the need to train your company’s spokesperson in order to improve relations with the press, contact us to find out more.