Spokesperson Guidelines
Identify
with the Public Interest first and foremost.
Then address issues
concerning your organization.
- Show
concern, and mean it. If the
spokesperson cannot demonstrate empathy, get a new one.
- Be
able to demonstrate that you understand the position of others.
Always
tell the truth. Stick
to what you know.
- Support
what you know with references and examples.
- If
you don't know, say so and offer to get the answer.
Always
have something to say. Stick to what you know.
- Support
what you know with references and examples.
- If
you don't know, say so and offer to get the answer.
Refrain
from naming the names of the competition/opposition.
Stay on the high
road.
- Naming
the competition only gives them free exposure.
- Characterize
them, (e.g., “there are some smaller, partial solutions offered in
the marketplace…”
Build
a broad base. Embrace others in the same position, don’t be singled out.
- Broaden
the scope, “All chemical companies face these challenges…”
- Use
a rhetorical approach, “Am I the first person to make this
mistake? No, others …”
Simplify
the message. The
more you say, the less they will remember.
- Stick
to three primary points.
- Re-direct
answers to these key messages.
Simplify
the language. Don’t
try to impress people with your vocabulary. The goal is not to impress them, but to impress upon them
your key messages.
- Don’t
use “expert talk,” speak in plain terms.
- Use
language that conveys your empathy for your target audience. They
need to know you care.
Speak
clearly. No need to
rush through an interview. Take a
breath, take your time, and take your diction seriously.
- Articulate.
- Use
a short pause between hard to understand words.
Speak
visually. Create
images in the minds of the audience.
- Use
examples. “Let me give you
an example of what I mean…”
- Use
metaphors and analogies, or tell a story.
Transmit
the message continuously.
Spam the message;
repetition is crucial to your success.
- Repeat,
repeat, and repeat.
- Find
different ways to say the same thing, use examples, tell a story.
Listen
for responses. What
are others saying about your issues?
Track and analyze
them.
- Refute
the negative characterizations on your terms, “Now some will say
that…”
- Find
common points among other stakeholders, embrace them.
Reevaluate
constantly. Re-examine key messages and communication objectives.
- Be
alert to developments which affect the messages.
- Adjust
your messages to new developments, new geography, new audiences.
Think
ahead. Be proactive
when appropriate.
- Don’t
let others control the agenda.
- Anticipate
potential problems and plan for the worst case.
Always BE PREPARED!!!
For more details and examples, use the RheemMedia
Spokesperson Workbook. To purchase, call 301-718-4344 for details!
@RheemMedia. All rights reserved. |
