A spokesperson is a company’s main representative. They convey the organisation’s key messages and become its most visible face to its target audiences. That is why every statement counts and, depending on how it is delivered, can go a long way towards strengthening – or undermining – a company’s reputation.
A good spokesperson should never improvise. They must prepare, practise and undergo proper training. This isn’t the first time we’ve discussed this on our blog, but we feel it is necessary and useful to summarise, in this post, the key points for understanding what spokesperson training involves, why it is so important, and the key steps involved in preparing a spokesperson.
What is spokesperson training?
Spokesperson training is a process designed to prepare the professionals who represent an organisation so that they can communicate in a manner that is effective, secure and consistent in various situations and when addressing different audiences.
Having a thorough understanding of a company, a sector or a particular topic does not necessarily mean knowing how to communicate it effectively. A good spokesperson must be able to convey that knowledge clearly and comprehensibly, always bearing in mind who they are addressing, through which channel and with what aim.
That is why a spokesperson training programme focuses both on verbal and non-verbal communication skills and on an understanding of corporate communication processes and how the media works.
During the spokesperson training, participants learn to identify, structure and convey their key messages, to handle interviews and all kinds of public appearances, to answer difficult or sensitive questions, and to adapt their message to different audiences, situations and channels. In addition, they practise key skills such as listening, the ability to summarise, clarity and how to react to unforeseen situations.
Why is it so important to include it in the communications strategy?
The training of spokespersons as part of a corporate communications strategy enables those who will represent the organisation to be prepared to deal with different communication scenarios and to do so in a manner consistent with its positioning, values and objectives. The role of a spokesperson should not be viewed in isolation, as it is directly linked to one of the key assets of any organisation and its communication strategies: its reputation.
Every time a spokesperson speaks, they are shaping perceptions of the company. Their clarity, confidence, ability to listen, approachability, the way they respond, and the consistency between what they say and what their organisation does all help to shape the image that different audiences have of the organisation.
A good intervention can build trust, raise profile, strengthen the positioning of the organisation and humanise a company. A poor campaign can lead to confusion, create headlines that are not desired or exacerbate a delicate situation. For that reason, investing time and resources in preparing the ones who represent the organisation is also investing in protecting its reputation and, therefore, consequently, its brand.
How does one prepare to be a good spokesperson?
Training a spokesperson does not consist of providing them with a set of talking points and teaching them to repeat them. Nor is it turning someone into someone they are not. Training in an appropriate manner to a spokesperson involves providing them with tools so that they are able to communicate with clarity, confidence and ease, whilst maintaining their personality and, at the same time, effectively fulfilling the role that they play within the organisation.
Practise active listening, show empathy, getting to know your audience or being clear and concise are some of the keys to being a good communicator and achieving effective communication communication.
But, above all, a good spokesperson is properly prepared through practice. You need to work on key messages, carry out mock interviews and/or press conferences, practise responses to tricky questions, and analyse your communication style to identify strengths and areas for improvement. Training is key, as is constructive feedback that helps you improve. And, of course, it’s not just the words that matter: you also need to pay attention to eye contact, gestures, posture and tone of voice, because non-verbal communication is also part of the message.
Spokesperson training gives the spokesperson confidence. When a person knows what they want to communicate, understands the context they are facing and has practised different scenarios beforehand, there is less room for improvisation and their ability to focus on what really matters—communicating—is enhanced. And they will do so effectively.
The importance of training courses that are tailored and bespoke
For over 25 years, we have been committed to providing bespoke spokesperson training, tailored to the needs of each organisation and the profile of its professionals. We combine knowledge, experience and practical training to help executives and experts communicate more effectively and represent their organisations with confidence and efficiency. If your organisation needs to prepare its spokespersons, refresh their skills or train them for specific communication situations, we can help.
