These People Make The Absolute Worst Spokespersons
What makes a good spokesperson?
Sometimes I scan the media and marvel at people who communicate exceptionally well. In silence and reflection, I breakdown their presentation and aspects that I believe should be studied and replicated. Similarly, I also have seen my fair share of people who are terrible representations for their organizations or brands. But what makes a person a bad spokesperson?
Drawing from more than 24 years in strategic communications, I’d like to briefly share my perspective on the types of people who can do more harm than good when they speak on their organization’s behalf. Here are three profiles of people who may make the worst spokespersons.
People With a Ton of Information
Conventional wisdom suggests that the person with the most information may be the best spokesperson. And I understand why a person might believe such. If a person has an abundance of information, they can answer any question lobbed their way. But not every question warrants a response that unveils everything you know. To be clear, knowledge is important. But knowledge without wisdom is harmful. Moreover, wisdom allows us to discern what we should and shouldn’t say, and when we should and shouldn’t say it.
Contrary to conventional thinking, the more a person knows, the greater their potential for disclosing information that should be kept close to the vest. I’m not suggesting that spokespersons should be uninformed. But they should be clear that going into the weeds during interviews is not helpful.
People Who Are Unable to Speak Plainly
Throughout my career, I’ve met beautiful leaders who are deeply passionate about their mission and work. They spend time with people who are similarly engaged. But part of being a good spokesperson is being able to explain your work to the uninitiated. It is being able to communicate in a way that the audience understands. Your audience not only needs to understand what you’re saying but be motivated to act. This means it is imperative that you embrace plain language and avoid jargon.
People Who Are Unwilling to Accept Counsel
Finally, the most problematic spokespersons are people who believe they know more than the very people they have hired to protect them and their interests. If you retain professional counsel such as attorneys, accountants, crisis communications professionals or public relations staff, you hire them for a reason. These individuals have highly specialized skill sets and serve unique purposes.
The accountant manages your financial affairs and thinks about ways to identify and manage your tax liability. Attorneys think about how to protect your interests, your intellectual property and the organizations you have spent countless hours building and leading. A PR team thinks about how to manage your relationship with various publics. In sum, good spokespeople understand that they are strong when they heed the counsel of people, they have hired to protect their organization and its future.
If you have committed any of these faux pas, please know you are not alone. At some point or another, we’ve all given cringeworthy interviews. But your ability to communicate well – even under pressure – will impact your credibility, your influence, and your power. You don’t have to be perfect, but you do need to be intentional. The good news is you do not have to do it alone. Book a consultation or spokesperson training today.
Jennifer R. Farmer, aka The PR Whisperer,® is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.