What makes a good spokesperson for a company?

This makes it imperative that organisations choose the best possible spokesperson to both connect with the public and appeal to broadcasters. But what makes a good spokesperson for a company? In short, it’s a comfortable public speaker with a good understanding of the current media landscape—and the rich knowledge and experience needed to impose themselves on an interview.

The value of good spokespeople

It wasn’t so long ago that organisations would train one person to act as their company spokesperson, and volunteer them for each media appearance. In today’s media landscape, this approach can be extremely limiting. News producers are constantly looking for relevant voices on a given issue, and that relevance can come from across an organisation. Even if two people have the same knowledge, they may bring unique perspectives and life experiences that make them a better fit for different stories.

As a result, the question is not so much ‘what makes a good spokesperson for a company?’ as ‘what makes good spokespeople?’. As well as preparing spokespeople with knowledge in different areas of your organisation, it can also be beneficial to present a diverse array of spokespeople, including senior women and minority staff members. This ensures you’re ready to speak on relevant subjects from multiple different angles.

The common skill for good spokespeople is a strong command over their subject matter. This depth of knowledge not only helps in conveying complex information in an understandable way, but also in establishing credibility by answering questions with confidence. However, there are a range of other skills that good spokespeople need – some innate, and some learned and honed through training and experience.

The essential qualities of a good spokesperson

More than just being knowledgeable, a spokesperson has to be able to transmit that knowledge effectively. A good spokesperson should be an effective communicator, capable of breaking down complex concepts into easily digestible messages. This is fundamentally what news producers are looking for: someone who can apply their knowledge in a way that makes a complex subject accessible to their audience.

First and foremost, this means using clear, concise language, and avoiding jargon that might alienate viewers or listeners. But it also means being engaging and relatable, in a way that fosters a connection with your audience. This stems from a certain level of self-confidence, but it’s more to do with developing experience in front of a camera or microphone, and being at ease with the interview process. Media training can help with this by providing mock interviews, simulating the kinds of questions you might have to answer, and helping you to hone your responses.

Understanding the intricacies of the media landscape is also vital. This includes being aware of the different formats and requirements of various broadcast platforms—from live TV interviews to radio segments and podcasts. A media-savvy spokesperson knows how to tailor their message to fit each medium, how to handle live questioning, and how sound bites from their interview might be deployed across different channels. They should also be aware of the timing and pacing required for different media formats, ensuring their message is delivered effectively within the constraints of the platform.

Today’s audiences are increasingly sceptical of corporate messages, and this is putting an extra onus on corporate spokespeople to be authentic. A spokesperson should come across as genuine and trustworthy, and worthy of the airtime they’re being given. This means being honest about what they know, transparent about what they don’t, and always adhering to ethical standards. Authenticity builds trust, and trust is the foundation of a strong relationship with both the media and the public.

How to improve your skills as a spokesperson

While some people are better suited to being spokespeople than others, many of the fundamentals can be taught and adapted from existing competencies. The skills that make a great spokesperson are similar to those that make a great businessperson: detailed preparation, effective communication, and consistent, high-quality contributions.

1. Preparation and training

Thorough preparation is critical for any media engagement. Fielding questions in the office is all well and good, but that experience isn’t necessarily transferable to a TV studio. Spokespeople should ideally undertake media training that places them in a realistic studio environment, building familiarity with the lights and cameras as much as their interview skills. 

When they have acclimatised to the logistical and environmental aspects, they can improve their technique by practising responses to potential questions, fielding curveball questions, and identifying where they might be straying off-message. Media training can also help spokespeople develop techniques for managing nervousness and projecting confidence, both valuable skills under the studio spotlight.

2. Understanding your audience

Without understanding the audience you are addressing, it’s hard to tailor your responses and your message appropriately. This starts with an understanding of the demographics of the outlet’s viewership or listenership, but also extends to the interests and concerns of that audience. Tailoring the message to resonate with the audience’s values and priorities can help you to prepare relevant answers or titbits, and make your answers more effective and impactful.

3. Building relationships with journalists and producers

Establishing a positive relationship with journalists and producers can greatly enhance a spokesperson’s effectiveness. This means being accessible, reliable, and responsive. Providing useful information and being available for follow-up questions can also build goodwill, and make producers more likely to feature the spokesperson in future segments. 

Achieving regular broadcast coverage means understanding the pressures and constraints journalists operate under, and relieving these as much as possible. By making yourself available and providing timely and relevant information in a manner that suits the media outlet’s needs, you’ll stand a far better chance of being called back for similar stories.

4. Consistency and reliability

A spokesperson should consistently deliver accurate and reliable information. Being consistent in the quality of your contributions reduces the risk for broadcasters, and helps to build a stronger brand identity. It can also help your spokespeople to establish their personalities, reinforcing your core message and values as they appear across different channels. 

Navigating difficult situations

The biggest test of a spokesperson’s mettle is how they respond to adversity. Whether it’s crisis communication or the odd awkward question, handling a difficult situation requires a calm and composed demeanour, clear and concise messaging, and the ability to provide timely updates. A good spokesperson should be fundamentally empathic and understanding, without impeding their ability to deliver factual information.

Depending on the issue at hand, spokespeople can often face challenging or provocative questions in an interview. What’s important is to remain composed, stay on message, and avoid being defensive. Instead of evading questions, they should acknowledge the concerns raised, and provide as much information as possible. If they don’t have an answer, it’s better to promise a follow-up than to speculate, or provide incorrect information.

The rise of social media in this context also can’t be ignored. Social media should be leveraged to complement broadcast appearances, and respond appropriately to any negative reaction. This includes using social media platforms to amplify key messages, engage with the audience after an interview, and provide additional context or updates. The great benefit of the immediacy of social media is being able to quickly address any misinformation or mistakes in an interview, and respond to emerging issues in real-time.

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A good spokesperson is invaluable to tapping into a range of quality broadcast opportunities. They must combine deep expertise with excellent communication skills, media savvy, and a genuine, trustworthy demeanour. While this may seem like no small feat, a lot of it comes down to practice.

By building strong relationships with broadcast media and undertaking media training, a great spokesperson can significantly enhance a company’s public image, and ensure its messages are heard and respected. Get in touch with our team to learn more.