Identifying Spokespeople for PR and Social Media
Choosing the Right Spokesperson to Communicate the Message
Jul 13, 2009
Identifying the right corporate spokesperson for traditional and new media strategies - including public relations, blogging, video marketing, etc. - is an important task. Whether they are speaking to Katie Couric, a New York Times reporter or a blogger, it is essential that they be well versed on the do's and don't's of effective communication.
Whether its a formal, televised interview or an informal email thread that leads to a story in a blog, the spokesperson should represent the image and persona of the company at all times. While care should go into selecting this person, time should also be allotted for education and preparation before each interview. In addition, a corporate communication policy should be created and reviewed frequently so that every employee recognizes that they are a potential representative with every word they say and letter they type.
Choosing the Right Candidate to Speak to the Press and New Media Venues
With traditional media, the spokesperson is almost always the CEO or another C-class employee. Executive vice presidents of a division or general managers may also be selected from time to time. The reason is that media spokesperson may be called upon to answer questions about strategy and the big picture.
With new media venues, including blogs, video, articles, etc., it is best to choose a spokesperson who is comfortable addressing issues that customers and prospects face everyday. These people should not tackle policy or strategy, rather they should be prepared to answer the details that affect the customer's daily life.
Preparing the Spokesperson to Answer Questions
Part of the overall PR and blog strategies should include research. Gathering information gleaned from social and traditional media and reviewing that data to find underlying trends is key to tapping into the pulse of the market. Ideally the spokespeople for traditional and new or social media should monitor the news and online sources. They should review the types of questions being asked and prepare responses that satisfy the prospects and customers.
The spokesperson should spend time everyday reviewing both on- and offline channels so that they are prepared to answer questions at any given time. In addition, this person or people should get media coaching to prepare them to answer the tough questions that may be asked. There's nothing worse than an ill-prepared spokesperson fumbling their way through an answer. The result - especially in the blogsphere - could be a slow death for the product or service being promoted.
Pay Attention to Changes in the Market
Savvy spokespeople know when the demand for messaging changes. They watch the ebb and flow of information and spot the trends. They can be the best asset to a company's corporate communication team because they can recommend changes to strategy early enough to make a difference. When messaging changes to match customer concerns, that's effective messaging.
Keep the Message Consistent
Public relations requires constant attention. Even when a business isn't in the news, a strong publicist is planting seeds with journalists and courting reporters. The same is true with social media. Blogs, Twitter pages and Facebook pages should be updated frequently. Messages should be put out on a consistent basis so that consumers rely on the message.
It is also important to keep the voice consistent. In situations where more than one person is participating in the social media strategy, there should be agreement about the tone and style of responses, as well as who will be responsible for the on-going responses to the community. Just as too many cooks spoil the broth, too many voices engaging the audience can spoil the message.
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