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Home Why Choose Us? Email Marketing Services Free Marketing E-Newsletter Contact Mark Vogel Site Map Privacy Policy		Tips on Being an Effective Corporate Spokesperson Even if your company is small, it’s critical to convey a proper image to the media at all times -- it’s part of your “brand”. Don’t let the media twist a story about you and damage your reputation. Here are a few tips: Never say “NO COMMENT!” Reporters smell a rat when they hear this. What are you hiding? You can say the same thing without spilling information that needs to remain withheld. Be accessible, even after hours. Be polite, even if they call you at home. Let them know that you’ll be happy to share details of the .XYZ incident. as soon as you can (even if that day never comes.) Don’t cut off conversation -- ask them what else you can tell them. Of course, it goes without saying that your mouth must be tight as a bear trap when it comes to sensitive information -- the death of an employee at a job site; the theft of funds by a bookkeeper; the arrest of your partner; and so on. But even in the toughest times, you must maintain a good rapport with the media. Look and sound trustworthy: maintain eye contact; speak clearly and without industry jargon; dress properly. Even if a TV reporter catches up to you as you leave the gym, sweaty and out-of-breath, smile and don’t be defensive. Know your topic: maybe the best spokesperson isn’t the company CEO or VP of Marketing Communications. With highly technical topics, you might consider a well-trained engineer who can speak with excitement about an innovation. One major caveat is to be sure that person is well-trained. No one wants to listen to rambling techie jargon, or the features of an innovation. Hire a media consultant to show them the do’s and don’ts of being a spokesperson. Practice with video cameras and make-believe reporters, and let them watch themselves after each session. Google your company frequently: stay on top of what others are saying online. Don’t jump into a blog with a rabid defense of a statement, even if that statement is false. Enlist someone outside the company to speak honestly in your defense to post a blog response.
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Tips on Being an Effective Corporate Spokesperson

Even if your company is small, it’s critical to convey a proper image to the media at all times -- it’s part of your “brand”. Don’t let the media twist a story about you and damage your reputation. Here are a few tips:

Never say “NO COMMENT!” Reporters smell a rat when they hear this. What are you hiding? You can say the same thing without spilling information that needs to remain withheld. Be accessible, even after hours. Be polite, even if they call you at home. Let them know that you’ll be happy to share details of the .XYZ incident. as soon as you can (even if that day never comes.) Don’t cut off conversation -- ask them what else you can tell them. Of course, it goes without saying that your mouth must be tight as a bear trap when it comes to sensitive information -- the death of an employee at a job site; the theft of funds by a bookkeeper; the arrest of your partner; and so on. But even in the toughest times, you must maintain a good rapport with the media.
Look and sound trustworthy: maintain eye contact; speak clearly and without industry jargon; dress properly. Even if a TV reporter catches up to you as you leave the gym, sweaty and out-of-breath, smile and don’t be defensive.
Know your topic: maybe the best spokesperson isn’t the company CEO or VP of Marketing Communications. With highly technical topics, you might consider a well-trained engineer who can speak with excitement about an innovation. One major caveat is to be sure that person is well-trained. No one wants to listen to rambling techie jargon, or the features of an innovation. Hire a media consultant to show them the do’s and don’ts of being a spokesperson. Practice with video cameras and make-believe reporters, and let them watch themselves after each session.
Google your company frequently: stay on top of what others are saying online. Don’t jump into a blog with a rabid defense of a statement, even if that statement is false. Enlist someone outside the company to speak honestly in your defense to post a blog response.