In my experience, many businesses simply assume that whoever is in charge is their spokesperson, but sometimes this is a mistake. The person who represents your organization shouldn’t be chosen by default, but should rather be mindfully considered and actively selected.
This process should take place far in advance of any communications crisis that would require a spokesperson to serve in that capacity. Finding the right spokesperson for your organization can be straightforward, but only if approached proactively according to the following best practices.
Why choosing the right spokesperson is important
Many bad things can happen to organizations that choose the wrong spokesperson. Let’s consider one of the possible scenarios: your representative goes on television and says something unclear that others misconstrue. Suddenly their comments are being interpreted in a negative light, getting picked up by other outlets, and being replayed countless times worldwide. Your team’s reputation takes hit after hit.
This is just one example. So how can you ensure your organization has the best, most effective spokesperson?
Above all, personality is important. You and your team should look for the personality traits that align with an effective public representative.
The right spokesperson has emotional intelligence
First, the right person to be your spokesperson should have a high level of emotional intelligence and be nonreactive, even in the face of considerable provocation. That’s because a situation could emerge in which they face such provocation while cameras are rolling.
Toward that end, look for someone who habitually pauses and considers their words before speaking and who listens closely to what others say. Look for someone who can step back and think despite substantial time pressure, who knows what they don’t know (instead of pretending they know everything already), sets high-integrity boundaries, and enforces them. Moreover, this person should tend to be proactive and forestall potential problems before they turn into emergencies.
The right spokesperson has advanced communication skills
Advanced communication skills are also vital. The right person should have a demonstrated ability to choose the right language to steer conversations in an advantageous direction, and should have demonstrated their ability to speak in such a way that reduces conflict and provides constructive paths to move forward.
You can spot these people because they tend to be oriented on the future and solving problems, rather than casting blame or rehashing the past. Take note if you come across someone who habitually uses “I” statements (such as “I felt anxious about the project when I didn’t have that report on time”) rather than condemnatory “you” statements (e.g., “You sent me that report late!”). That’s the kind of person you should have as your spokesperson. In addition, flag team members who routinely present others with choices or options for consideration.
The right spokesperson has the ability to empathize
The ability to empathize is another important characteristic of an effective spokesperson. If your organization is embroiled in an emergency that has tempers flaring, one of the best ways to de-escalate the situation is by empathizing with any difficult emotions the audience may be experiencing. Making people feel seen and understood can already go a long way toward decreasing their fear or outrage.
To find someone with this personality trait, look for someone who radiates warmth, transparency, and authenticity. Again, advanced listening skills are indicated, as well as emotional intelligence. While the person needs to think quickly on their feet, they shouldn’t get defensive or start arguing. Instead, they should quickly attend to repairing relationships and diffusing situations.
The right spokesperson is an effective storyteller
Finally, the right person to represent your organization should be an effective storyteller and should understand how to hold people’s interest and offer productive interpretations about what’s going on. In other words, they have that knack for framing issues so that the audience naturally gravitates toward their preferred conclusions.
To find the right person, look for someone who is already adept at telling stories within your organization’s internal conversations. This person intervenes in difficult situations and provides helpful ways of looking at things by shedding light on the positive, even while staying pragmatic and realistic about the negative. This person should also have a vision and be able to describe the future in terms that inspire everyone around them.
Overcoming challenges to designating the right spokesperson
One of the biggest challenges to choosing the right organization may be your own leadership. Brilliant entrepreneurs might be amazing business minds, but they haven’t necessarily mastered the aforementioned traits. For some executives, it can be difficult to recognize that they might not be the right person to communicate with the media and in public. Just this idea could hurt their ego.
As an HR professional, therefore, it’s best to open up a conversation about selecting a spokesperson with sensitivity and discretion. Broach the idea first in private meetings with leadership. Instead of telling executives they wouldn’t be the best people due to their personalities, which could naturally trigger defensiveness, or worse, consider asking questions such as the following:
What qualities do they think would be best in the ideal representative? (Giving them a copy of this article could help.)
Who comes to mind when they think of team members who embody those personality traits?
How would they feel about starting a process to identify the best spokesperson for your organization?
Allowing your organization’s leaders to realize on their own that someone else could be a more effective spokesperson is usually the best way to proceed.
Being a spokesperson is a journey, not a destination
If you’re thinking it must be difficult to find the right spokesperson, that’s because it’s sometimes true. The good news, however, is that spokespeople can be cultivated. The most promising people on your team can be identified and given the professional development opportunities they need to rise to this challenge.
In addition, they don’t need to walk this path alone. Experienced public relations experts can help by not only giving your spokespeople the training they need, but also helping them navigate particular communication situations. With planning and the help of professionals, you can rest assured that your organization will always represent itself best.
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ABOUT THE AUTHOR
Mark Kaley,
PR Manager
With over 15 years of experience consulting with large and small businesses, providing them with management, marketing, and business consulting services, Mark Kaley is an entrepreneur at heart, an advocate for small businesses, a passionate storyteller, and author of “From Pennies to Millions.” Since joining Otter PR, he has had massive success with his clients, landing them placements in CNBC, Yahoo! News, CBS News, Time, Wall Street Journal, Marketwatch, US News & World Report, Investor’s Business Daily, Tech Crunch, Tech Target, Bloomberg, Insider, Spectrum News, Miami Herald, The Street, Charlotte Observer, Forbes, and Fortune. Kaley has been featured in Fox Business, PR Pioneer, O’Dwyer PR, and Consumer Affairs.