The business spokesperson and effective communication for the media

The business spokesperson, in addition to having the appropriate communication skills, is the one who represents your company in times of crisis, launches, new strategies and management of the brand's reputation. If you need someone to represent you, it is important that you select the best candidates. Are you thinking of someone? It must be one of the executives or directors who knows the company well, knows how to function in front of cameras, knows the media, and is accessible and flexible. You must know how to communicate key messages that impact the audience you want to reach, providing positive, coherent and assertive information, aligned with company policy.

Media training or media training

The chosen spokesperson, even if he or she has full knowledge of the company, is not prepared to communicate efficiently to the media. Hence the importance of preparation with media training. The objective of this training, in addition to your personal presentation, is the development of techniques and skills, through the construction of positive perceptions of how to face a crisis before the media: what, how, when and where to speak?

This training is carried out, maintaining the confidentiality of the information in the media studios (radio, television), with specialized journalists active in the media. At Image and Press we have trained everything from a spokesperson to groups. The preparation is carried out with representatives of national and multinational companies.

From the president of the company, to the manager, messenger, doorman, secretary, receptionist, and those people who in some way represent the company. It is very clear to our Press and Public Relations Agency that a company's collaborators must handle the same message.

Therefore, the training goes hand in hand with the company's crisis protocol. This works like a chain. The crisis goes through different filters within the company, since it must be clear what the best way to act is; how to manage nerves or stress, and what message is going to be transmitted to the public through the media and social networks.

This is how your company's spokesperson should be

Taking into account the main mission of the spokesperson, he must now take into account some relevant aspects so that his task is the best:

Appropriate language:

The language used must be simple, even if it is the representative of a specialized company. Remember the purpose, that journalists cover the news, and the message reaches the final audience clearly.

Empathy and sympathy:

A spokesperson must be genuine, able to answer any kind of question respectfully, not lose control and remain calm, no matter how uncomfortable the situation may be. Speak in short sentences to be quoted in the media, use questions to your advantage and not let yourself be controlled by fear.

Declarations with precise data:

The spokesperson must be well informed, be very clear about the message they want to convey, with precise figures and data. Improvisation has no place here, as it can generate a brand crisis.

A press and public relations team:

The best spokespersons are those who have a professional team that supports them in these types of situations. If required, it is not a bad idea to consult an advisor about specific information before answering a question to a journalist. This is the training of a spokesperson.

For a spokesperson to have the characteristics that we already mentioned, they must have good training from a professional team that teaches them the behavior, language and skills to be the image of your company.

On the radio they learn how it works, and what they should initially say to the journalist. The tics are corrected, they are taught to manage their voice so that their voice can be heard well in the cabin or through the cell phone. On television you are taught how to stand or sit and what your best profile is on camera, type of makeup, color of clothing and what clothing suits you best. The background of the stage, the chairs, distance from the wall, among other details.

Situations that you might be faced with are simulated and interviews are conducted cold, hot and live. A press conference rehearsal is carried out, with texts about the news that can be generated and their responses are analyzed and the changes that should be made are indicated. Noises in communication are another detail that should not be forgotten. That is, the message must be consistent with the way you dress, for example.

It is recommended not to use bracelets that make noise, very large earrings, and avoid the color red, which vibrates a lot on television. Plaid jackets, very small ties, scarves, large jackets, etc. should not be worn. There are many details to take into account for a good spokesperson to represent your company in times of crisis or at any time when it is required to give statements to the media.

Preparation with a communications and public relations agency like Image and Press is essential.