Brands depend on spokespersons. Whether it’s a crisis situation, general media outreach, or any other situation that may arise, the spokesperson is often the face of the company and the brand. So what can you, the spokesperson, do to ensure you’re operating at a level consistent with your brand’s reputation? Here are five tips:

  1. Be media-trained. A good spokesperson should be knowledgeable about how the media works. Know the difference-makers, the major channels, and the most effective ways to get your message in front of an audience.
  2. Know the situation. In every instance, know the story like the back of your hand. Having to “umm” and “uhh” your way out of a situation is a bad look, especially for a spokesperson.
  3. Convey empathy and caring. Or, don’t be a robot. While you want to be well-rehearsed with your message, you don’t want to sound cold or uncaring. Be warm, honest and empathetic.
  4. Be honest and open. Your audience is more receptive, and accepting, when you display truthfulness with a willingness to address tough issues.
  5. Meet the media’s needs. If there’s a story, it’ll be reported in the media with or without your help— so it’s in your best interests to lend a hand. A good spokesperson can help guide the message with quality information. Tell the media what you want the public to know.

No matter how well-developed the message, it hinges on the spokesperson. Delivering the message requires poise and credibility, or else the message can fall flat.

Do you have any tips on being a better spokesperson?