7.2 Spokesperson Selection and Preparation
2 min read•july 25, 2024
Choosing the right spokesperson during a crisis is crucial. Companies need someone credible, skilled in communication, and available 24/7. The ideal candidate should have industry , emotional intelligence, and cultural sensitivity to effectively represent the organization.
Preparing spokespersons involves crafting key messages, , and anticipating tough questions. Techniques for high-pressure interviews include breathing exercises, tactics, and maintaining eye contact. Evaluating performance through analysis and feedback helps improve future crisis communication efforts.
Spokesperson Selection
Criteria for crisis spokespersons
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- bolstered by industry expertise and senior position enhances trust (CEO, CFO)
- Communication skills facilitate clear articulation of complex information and active listening
- Availability ensures quick response to media requests and willingness to be on call 24/7
- Emotional intelligence enables empathy towards stakeholders and calm demeanor under pressure
- Knowledge of crisis situation encompasses familiarity with facts and understanding of response plan
- Cultural sensitivity demonstrates awareness of diverse audiences and cross-cultural communication
Spokesperson Preparation and Evaluation
Preparation of spokespersons
- crafts clear, concise key points aligned with organizational values
- Media training incorporates simulated interviews and bridging techniques to key messages
- Anticipating questions involves developing Q&A document and preparing for tough inquiries
- Non-verbal communication coaching focuses on , vocal tone, and pacing
- Background briefings provide context on crisis situation and latest developments
- Technology familiarization includes practice with teleprompters and various interview formats (TV, radio)
Techniques for high-pressure interviews
- Breathing exercises utilize diaphragmatic breathing to reduce stress and maintain
- Mental preparation strategies employ visualization and positive self-talk to boost confidence
- Bridging and blocking tactics transition to prepared messages and avoid speculative questions
- Pause and reflect technique allows moment to organize thoughts before responding
- Maintaining eye contact focuses on interviewer or camera to convey sincerity and engagement
- Managing difficult personalities involves strategies for handling aggressive or off-topic questions
Evaluation of spokesperson performance
- Post-interview analysis reviews recorded performances to assess message delivery effectiveness
- Peer review sessions gather input from communication team to identify improvement areas
- Quantitative metrics measure message retention and analyze social media sentiment post-interview
- Qualitative feedback assesses perceived credibility and trustworthiness from key stakeholders
- Self-evaluation techniques encourage spokespersons to critique own performance and set goals
- Continuous improvement plan develops tailored training programs and schedules regular practice
Key Terms to Review (18)
Authenticity: Authenticity refers to the quality of being genuine, trustworthy, and true to one's values or identity. In communication, especially during a crisis, it emphasizes the importance of being sincere and transparent in messaging to maintain credibility and trust with stakeholders. This concept is crucial when restoring an organization's image, selecting a spokesperson, and adapting best practices in crisis communication, as it fosters a genuine connection with the audience and helps to rebuild trust after a crisis.
Backup spokesperson: A backup spokesperson is an individual designated to step in and represent an organization during communications, particularly in times of crisis when the primary spokesperson is unavailable. This role is essential for ensuring that the organization maintains a consistent message and timely responses, which are critical in managing public perception and mitigating potential damage to reputation.
Body language: Body language refers to the non-verbal signals that we use to communicate our feelings, attitudes, and intentions through gestures, posture, facial expressions, and eye contact. It plays a crucial role in enhancing spoken communication by reinforcing or contradicting verbal messages. Understanding body language is essential for effective communication, especially in high-stakes situations where trust and clarity are vital.
Bridging: Bridging is a communication technique used to connect an audience's existing knowledge or concerns to new information, especially during a crisis. This method helps the spokesperson navigate sensitive topics by redirecting the conversation toward key messages that the organization wants to convey, ensuring that vital points are not lost in the noise of a crisis situation.
Clarity: Clarity refers to the quality of being easily understood, free from ambiguity, and clear in communication. In effective messaging and spokesperson preparation, clarity is essential to ensure that the audience grasps the intended message without confusion or misinterpretation, thereby enhancing overall communication effectiveness.
Composure: Composure refers to the state of being calm, self-controlled, and collected, especially in stressful or challenging situations. It is crucial for effective communication and decision-making, allowing individuals to maintain clarity and focus under pressure. A spokesperson's composure can significantly influence public perception and trust during a crisis.
Credibility: Credibility refers to the quality of being trusted and believed in, often built through transparency, consistency, and expertise. It plays a crucial role in communication during crises, as stakeholders are more likely to accept information and follow guidance from credible sources, which influences public perception and response.
Expertise: Expertise refers to the specialized knowledge and skills that an individual possesses in a particular field or subject. It is crucial for effective communication during a crisis, as a spokesperson with expertise can provide credible information, instill confidence, and guide decision-making processes. This specialized understanding not only aids in delivering accurate messages but also helps in addressing complex issues that may arise during a crisis.
Flagging: Flagging refers to the process of identifying and prioritizing critical issues or concerns during a crisis, especially in the context of communication strategies. This technique helps organizations focus their messaging on the most pressing matters while ensuring that the information shared is clear, concise, and relevant to the audience. By flagging important points, spokespersons can effectively manage their communication and guide public perception.
Media training: Media training is a process designed to prepare individuals, especially those in leadership or spokesperson roles, for effective communication with the media. This training equips them with the skills needed to convey messages clearly and confidently while handling questions or challenging situations that may arise during interviews, press conferences, or other media engagements. By simulating real-life media scenarios, this training also helps participants develop strategies for managing crises effectively.
Message development: Message development is the process of creating clear, concise, and strategic communication tailored to convey critical information during a crisis. This involves determining the key messages to be communicated, considering the audience's needs, and ensuring the information is factual and supportive of the overall crisis response strategy. Effective message development plays a crucial role in maintaining trust and credibility while managing a crisis.
Natural Disaster: A natural disaster is a catastrophic event caused by natural processes of the Earth, resulting in significant destruction, loss of life, and disruption to communities. These events, such as earthquakes, floods, hurricanes, and wildfires, can severely impact organizations and their ability to operate. The aftermath often requires a well-coordinated response from various sectors to manage the crisis effectively and restore normalcy.
Organizational crisis: An organizational crisis is a significant, unexpected event that threatens to disrupt an organization's operations, reputation, or stakeholder relationships. Such crises can arise from various sources, including natural disasters, financial scandals, or public relations failures, and require immediate and effective response strategies to mitigate damage and restore trust.
Press release: A press release is a formal statement issued to the media to announce something newsworthy, such as events, updates, or crises. It serves as a primary tool for organizations to control their narrative and disseminate information effectively to stakeholders and the public, ensuring accurate reporting while influencing perceptions.
Primary Spokesperson: A primary spokesperson is the individual designated to communicate information on behalf of an organization, especially during a crisis. This role is crucial as it helps ensure that consistent and accurate messages are conveyed to the public, media, and other stakeholders. The primary spokesperson represents the organization's voice and is responsible for managing communications effectively to mitigate the impact of a crisis.
Social media updates: Social media updates are brief communications shared on social media platforms to provide real-time information, engage with audiences, and respond to current events or developments. They play a vital role in how organizations manage their public image and communicate during crises, allowing for rapid dissemination of information while maintaining a connection with stakeholders.
Tone of Voice: Tone of voice refers to the way in which a message is delivered, encompassing the emotions, attitude, and personality conveyed through verbal and non-verbal cues. In communication, especially during crises, the tone of voice can greatly influence how messages are received by the audience, impacting trust and credibility. A well-chosen tone aligns with the organization's values and helps to convey empathy and reassurance during challenging times.
Transparency: Transparency in crisis management refers to the practice of openly sharing information with stakeholders and the public during a crisis. This openness helps build trust, facilitates better communication, and enables informed decision-making, ultimately affecting how organizations respond to crises and how they are perceived by various audiences.