Finding the right spokesperson for your campaign
Choosing an effective spokesperson is vital for clearly communicating your organisation’s mission, maintaining a positive public image and using clear and consistent messaging throughout a campaign.
This guide outlines key considerations for selecting a spokesperson to represent your organisation.
Criteria for an ideal spokesperson
Knowledge and Expertise
- The right spokesperson must have a deep understanding of the organisation's mission, values, and goals, as well as a clear understanding of the campaign’s key messages.
- Expertise in the relevant field or industry is a plus, however not always required.
Well Presented and Well Spoken
- Strong verbal communication skills are essential along with the ability to stay composed under pressure.
- The right spokesperson should be comfortable and confident when handling media interactions.
- The ability to articulate complex ideas in clear, simple terms.
- Must look presentable on camera.
Media Experience
- Prior experience with media interviews is beneficial.
- Comfortable in front of cameras and microphones.
- Consider individuals with media training. If no one in your organisation has had formal media training in the past, Sabio offers a media training service that equips potential spokespeople with the right skills.
Reliability and Availability
- Ensure the chosen spokesperson has the availability to respond promptly to media requests and participate in relevant media opportunities.
Current Responsibilities
- Identify a person who is handling communication or media-related responsibilities. Assess whether they are suitable for an expanded spokesperson role.
Alignment with Brand Values
- Select a spokesperson whose values align with the organisation's mission and image. This ensures consistency in messaging.
What to avoid
Limited Organisational Knowledge
- Spokespeople unaware of key information and campaign messaging can run the risk of inadvertently saying something that does not align with the organisation or campaign.
Controversial Background
- Avoid candidates with a history of controversial statements or actions.
Poor Communication Skills
- People who struggle to express ideas clearly and concisely could inadvertently undermine credibility.
Overcommitment
- Spokespeople with an overwhelming schedule may hinder media outreach efforts.
How Sabio will work with organisational spokespeople
Briefing process
- Sabio will conduct thorough briefings with spokespeople. This will typically include an initial phone call to confirm that they’re happy to proceed with media activity across all or select platforms.
- Sabio will prepare spokespeople for all media opportunities by conducting walkthroughs of the process, potential lines of questioning, and guidance on effective communication.
- Sabio will develop briefing notes for case studies which include:
- Publication and journalist details
- Interview dates, times, interview method and location (if relevant)
- Campaign key messages
- A copy of the campaign media release
Understanding media dynamics
- Sabio will educate spokespeople on what media are looking for with talent, including interview dynamics, key messaging, and the importance of authenticity.
If you’re contemplating finding a new spokesperson for your campaign, but don’t know where to start, contact our us on [email protected].
We’re not here to be loud, we’re here to be heard.
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