The 3 P’s of an Effective Company Spokesperson
Having been on the other side, interviewing a wide range of people from officials and corporate executives to regular citizens, I can quickly determine whether someone will be a good spokesperson. But it doesn’t take a journalism degree to be able to figure out if a person will make your company shine. In fact, you can pretty much tell within the first couple of seconds.
Dan Miller, executive vice president of Business Strategy at Neighborhood America, is a great example. He’s one of those guys I know I can depend on for a killer sound bite or a solid presentation.
He can deliver at a presentation for the AlwaysOn Global 250 CEO Showcase in front of a large audience, and just as well during a sit-down interview for the SIIA NetGain.
In two weeks, he’ll be speaking at two events: 1) the Rochester Chapter of the American Marketing Association on mobile marketing 2) New England Technology Sales Executives Association on how successful salespeople use social media to make their numbers. It’s how Dan delivers the message that keeps people asking him back to speak.
Dan possesses the three P’s you should look for before picking and promoting a company spokesperson: Personality, Perceptiveness, and Punch.
Personality
Apple CEO Steve Jobs is a well-known representative of the first P: personality (aka passion). The guy can be on stage with an iPhone in hand and be simply captivating.
The thing is he isn’t only passionate about Apple, but he also EXPRESSES his passion. You can have the smartest, most talented person speaking at a conference about what they love, but if they don’t show enthusiasm… smile with their eyes, vary their tone, and express what they’re feeling inside, then blah, nothing, nada, BORING!
Most extraverts can do this effortlessly. Others need to work at it a little, to the extent that they should consider the interview or speaking event like they’re putting on a show. Not acting fake, but turning ‘it’ on! Either way, a good spokesperson should be interesting to watch and listen to, a perfect segue into the next P: perceptiveness.
Perceptiveness
Understand how to speak to a particular audience, or tailor your message. For example, if they’re not tech-savvy, don’t be throwing around crazy-sounding acronyms or Web 2.0 this, 3.0 that talk.
Have the insight to gauge what level of understanding they’re at, and don’t be afraid to go down to their level if you have to. It doesn’t make you sound stupid. Worse is having your message go way over their heads. That’s when they stop listening.
Do some research prior to the event to determine who’s the audience, whether a CMO or CTO, and spend some time thinking like them. What would they want to hear about? How do they want to be spoken to? Be sensitive to their needs.
Punch
Punch certain talking points to really get your message across. Like Emeril Lagassee says, “Bam!” It catches your attention, doesn’t it? Get’s you excited… and we’re talking about food here.
Common sense, but I can’t tell you how many times I’ve heard someone talking and there’s no memorable quote, interesting tidbit that catches my attention. You want to be memorable. Often times that involves crafting metaphors, stories, and sound bites that are unique. This goes beyond having an enthusiast personality. It’s having the ability to connect with the audience; make they laugh, make them cry, make them want to be your best friend.
As a communications professional, you should be looking for a company spokesperson with the three P’s. If they don’t possess these qualities, coach them, or seek someone that is able to. A spokesperson can leave a lasting impression of your company, good or bad.
