Tips for being a good spokesperson

For owners of fast growth businesses, speaking to the media is something that they will have to face sooner or later.  Although many entrepreneurs will have no problem with this, there is a world of difference between just talking to the media and actually getting across everything you want to say.  For a real life example, just compare Gordon Brown with Barack Obama in an interview situation.   

Even though business owners know and understand all aspects of their company, this is not enough to be able to talk to the media effectively.  How you say something is just as important as what you are saying.  Ultimately, a good spokesperson is able to clearly and concisely get across the company’s key messages without sounding forced or artificial.

To illustrate this point, here are a couple of tips to ensure you get the most out of any media interviews:

1.    Know your message.  Before the interview, decide on the three main points that you want to get across and stick to them.  This will ensure that you make the most of the opportunities that the interview presents for your business.    

2.    Be prepared.  Nothing will make you come across worse in an interview than a question you don’t have an answer for.  Think about all the questions you could be asked, especially the ones you don’t want to be asked.  Also, make sure you’ve read the publication ahead of the interview, and are up to date with current affairs and industry news.     

3.    Relax.  Although this might be easier said than done, appearing on edge may make it look like you’ve got something to hide.  This will encourage the journalist to probe more deeply. 

4.    Be confident.  Although you will know what you are talking about, make sure it sounds like you do as well.  Journalists are more likely to speak to you again if you can speak with authority on a subject. 

5.    Don’t allow yourself to be sidetracked.  If the journalist tries to steer you away from your key messages, remember your ABCs – Acknowledge what the journalist has said, Bridge back to what you were originally talking about, and Continue.       

6.    Don’t avoid the question.  If you watch, read or listen to any political interview, whenever a politician avoids a question, it doesn’t present them in the best light.  If you’ve prepared properly, you’ll have anticipated the worst questions, and should have a suitable response ready. 

If you bear these points in mind, you’ll stand a good chance of making sure you get your key messages across to the journalist.  Next time you’re watching or listening to someone being interviewed, analyse their performance.  Is the interviewee making the most of the opportunity being presented to them?