If we want to position a brand, there are basic aspects that must be taken into account: highlighting its attributes, bringing the essence of the company closer to the hearts of users, and being prepared for a crisis. This is where the corporate spokesperson plays a fundamental role, as they are the main vehicle for conveying key messages to target audiences.
They will be responsible for humanizing and giving voice to our organization, which is why it is vital that they receive the necessary training to promote the brand’s good image through the characteristics of an ideal spokesperson.
Therefore, this role should not only be assigned to high-ranking executives but to anyone who has the ability to clearly communicate the messages and attributes that you want to convey to your target audience or when interacting with media, both traditional and digital.
What do spokespersons face?
Spokespersons face various challenges when taking on the role of representing a brand. Accepting the role as a spokesperson for a brand is challenging and comes with great responsibility, as there are a variety of obstacles that the designated person must overcome.
The most common challenge is speaking in public or in front of a camera. Even if the person has the optimal ability to communicate, they must receive training before each interaction, as other aspects such as emotional intelligence or non-verbal expression can distort the message we want to convey. This can confuse the audience or hinder our positioning process, or even lead to a crisis.
Additionally, not all communication channels or situations are the same. Characteristics, dynamics, language, and formats specific to each scenario must be considered, such as:
- Whether it is a television, radio, press, or social media interview.
- Duration of the interaction.
- Whether it is live or pre-recorded.
- Whether the information will be edited afterward.
- Who the interlocutor will be.
- What type of audience this information will reach (age, gender, socioeconomic status, and level of education).
However, despite prior training and having verbal and non-verbal communication skills, none of these factors are 100% controllable, nor are the situational factors in which any brand may find itself (such as scandals, accusations, accidents, etc.). Therefore, corporate spokespeople must be prepared for the worst-case scenario to navigate the crisis and defend the reputation of the brand.
Due to lack of preparation and fear, many times brands and their spokespersons prefer to remain silent. But remember, if I don’t communicate, others will communicate for me. Audiences are continuously bombarded with all kinds of information, and to stand out in that sea of data and do it properly, it is necessary to communicate, and communicate strategically. In this regard, it is crucial for corporate spokespeople to have professional training.
Tips for navigating a crisis:
- If you are starting to prepare your communication strategy, visualize the future:
- What are the situations that could lead my brand to a crisis?
- What are you doing right now to prevent those situations?
- If they inevitably happen, how will you respond?
- Who will be the spokesperson? Are they prepared?
If your brand is going through a crisis, act quickly, but do not panic!
Always maintain the tone, style, and non-verbal language. Serenity and Sincerity are key.
Always communicate:
- The truth.
- A unified and direct message.
- What your brand is doing to solve the situation that caused the crisis.
- Measures your brand will take to prevent this from happening again.
Ask yourself these questions, and if you don’t have a clear answer, want to enhance your spokesperson skills and those of your corporate team, or want to strengthen your organization’s crisis management, do not hesitate to contact us. At Tank, we have professionals trained to train the ideal spokesperson.
