Why your business needs a credible spokesperson


A business cannot speak for itself which is why you need a spokesperson that is confident, well-spoken, presents well and intimately understands your business so they can clearly communicate your key messages to your target audience.

A spokesperson is the human face of the company and is essential to building profile and reputation as they allow your audience to build an emotion connection with your brand.

So no matter if it’s being interviewed by journalists, presenting at conferences and events or speaking to the board, a spokesperson needs to:

Know your target audience: Know the people you want to hear your messages and use appropriate language to communicate to them.

Be prepared: Think about all the questions you could be asked and develop an answer for them before the interview. Practice in front of a mirror so you can catch any unusual or awkward non-verbal behaviour.

Deliver the business’ key messages: Before addressing the media or the public think about the three key points you want to convey. This will help you get your messages across in a compelling way.

Speak with clarity: Be concise and don’t speak too fast. Always keep the listener in mind and make your speech is clear, concise and understandable.

Keep their composure: In a difficult situation a great spokesperson will keep their composure and not lose focus. Your business will be painted with a bad reputation if a spokesperson responds negatively to any disruption or question.

Understand the media: Have an understanding of a journalist’s role and know how you to communicate with them effectively. This will help you to get your message across in the media.

Relax: Stay relaxed so you look like you are in control of the situation and you will appear more confident and credible.

Don’t avoid any questions: If you don’t answer a question it looks like you have something to hide and a journalist will probe you for more information. Always be honest, direct, friendly and amiable so you portray your company in the best possible light.

A great spokesperson can make the difference between a positive reputation for your business and a bad one. A little preparation before your spokesperson deals with the media can make a big difference in the outcomes for your business.

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Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.

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