5 Keys to Effective Spokespersoning

Keys to Effective Spokespersoning:

Prepare

You must be very clear about the purpose of the message or messages you want to communicate. To do this, it is necessary to tailor the messages to the objective you want to achieve. Choosing the right spokesperson is key; we must be sure that this is the right person to deliver the message. Likewise, the type of language to be used and the channel through which the message will be delivered should be selected carefully. The spokesperson should also prepare the speech following the basic structure of opening, development, and closing.

● Opening: At the beginning, be empathetic and connect with the audience. Explain what you are going to talk about and what you aim to achieve (the key message). Be engaging, thoughtful, and respectful.

● Development: Prepare your topic thoroughly. Rely on your knowledge and inspiration, refer back to your key messages consistently, and respect the allotted time.

● Closing: Always plan your closing. Clearly state the action you want to achieve, and move and inspire the audience to help you accomplish your objectives.

Listen

It is essential to know how to listen to others. You cannot be closed off to other people’s opinions; it is important to respect and value them. You must be willing to listen, guiding and channeling the other person’s concerns, while making sure that your perspective on the issue always remains at the forefront.

Communicate the message effectively

Be clear in how you express yourself, using an appropriate tone of voice, articulating words properly, and maintaining a dynamic pace throughout the speech. Pause after key messages to emphasize the idea. Explain the context of the topic you are going to share, outline the points you will address to ensure the audience’s understanding, give examples, and use visual aids. It is important to be specific in every detail of the topic you intend to communicate. Be rational in delivering the message, but do not forget that emotion creates a stronger impact on the audience. Finally, leave room for dialogue and allow the other party to participate.

Be persuasive and inspiring

Being persuasive and motivating is essential to successful spokesperson performance. It is key to know the audience you will be speaking to and to build your message around what they need to hear: logical arguments, facts and hard data, examples, and personal experiences—your own or others’. To motivate, use the motivational sequence for achieving objectives, which consists of five steps:

1. Capture the audience’s attention and spark their interest in learning more.

2. Present the need so the audience thinks, something needs to be done.

3. Present the solution or path to satisfaction so the audience thinks, this is what needs to be done.

4. Be able to offer a view of the future with the solution in place, so the audience can picture themselves with that solution.

5. Make a call to action so the audience decides to carry out the solution.

Ensure audience participation

Respect each person’s participation. Asking questions, sharing opinions, and taking part is not a bad thing. Give people the time to express themselves and make an effort to understand the valuable experience they may want to share. Show that you are open to feedback. Never assume the other person always agrees with you. Be mindful of timing and provide immediate feedback.

To achieve successful spokesperson performance, you must be prepared and aligned with the brand’s objectives and image. Employees are your best spokespersons: invest in bringing them closer, sharing information, and training them. If we want company employees to become effective spokespersons, we must foster strong internal communication. An employee will be an allied spokesperson if they have information and communication tools.

Learn more about our spokesperson training programs here.