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What makes a good spokesperson?

When your organisation needs to speak publicly about an issue or event, ensuring you have (or are) a good spokesperson is critical.

First, remember that, no matter what message you hope to convey, audiences typically want to know two things: how will this affect us or the people we care about, and what can (or should) we do about it?

Second, your spokesperson must have enough experience, authority and training to connect with listeners and clearly convey important information. It is important to ensure that your spokesperson's appearance, attitude or surroundings do not speak more loudly than their words.

Finally, distributing a written statement can be very helpful, particularly when the situation is complex or has developed suddenly, or when your audience is shocked or confused.

Checklist

A good spokesperson:

[] has authority
[] has access to all the relevant information
[] is clear about the key messages which need to be conveyed
[] is composed, articulate and well presented
[] speaks the audience's language
[] understands the full impact of the situation
[] shows care, concern and empathy as appropriate
[] avoids technical terms and industry jargon
[] understands the impact of emotions in a crisis situation
[] is acceptable to both the audience and your organisation
[] is open to questions from the audience
[] responds calmly to any hostility
[] is willing to listen as well as speak
[] doesn't promise anything which can't be delivered
[] is not afraid to admit they do not know all the answers
[] uses visuals or other tools to aid communication
[] offers written materials which can be taken away after
[] has been trained well before the event.

Quote of Note

"We don't care how much you know until we know how much you care."

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© Kerrie Mullins-Gunst
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