SPOKESPERSON SPOKESPERSON PREPARATIONPREPARATION

STRATEGIES TO COMMUNICATE STRATEGIES TO COMMUNICATE CONFIDENCE, TRUST AND CREDIBILITY CONFIDENCE, TRUST AND CREDIBILITY

Presented by:Presented by:N.D. National Guard Office of Public AffairsN.D. National Guard Office of Public Affairs

N.D. Department of Emergency ServicesN.D. Department of Emergency Services

OH CRAP

!

The reporters are here

now!!

Hello, Hello…Can you give us a

statement!

WHAT MAKES A GOOD WHAT MAKES A GOOD SPOKESPERSON?SPOKESPERSON?A spokesperson must be perceived as:A spokesperson must be perceived as:

Trustworthy and credible.Trustworthy and credible.

Capable of expressing empathy.Capable of expressing empathy.

Competent - “know your stuff.”Competent - “know your stuff.”

Honest and open.Honest and open.

Possess commitment and dedication to Possess commitment and dedication to the outcome.the outcome.

BASIC PRINCIPLESBASIC PRINCIPLESTO HELP BUILD CONFIDENCE AND TRUSTTO HELP BUILD CONFIDENCE AND TRUST

Don’t over-reassure.Don’t over-reassure.

Emphasize that a process is in Emphasize that a process is in place.place.

Share good and bad news.Share good and bad news.

Empathize and express wishes.Empathize and express wishes.

Acknowledge people’s fears.Acknowledge people’s fears.

Treat citizens as partners.Treat citizens as partners.

IDENTIFYING YOUR AUDIENCEIDENTIFYING YOUR AUDIENCE

Who are you trying to get a message Who are you trying to get a message to?to?

CitizensCitizens Responders (Fire, Law, Medical, Public Works)Responders (Fire, Law, Medical, Public Works) Public OfficialsPublic Officials

How is your message being distributed?How is your message being distributed? Television or RadioTelevision or Radio Live or Taped InterviewLive or Taped Interview On-scene or in the StudioOn-scene or in the Studio Newspaper Newspaper

Share the spotlight.Share the spotlight. Stay in your lane!Stay in your lane!

PITFALLSPITFALLS

• At all costs, avoid one-liners, clichés, At all costs, avoid one-liners, clichés, and off-the-cuff comments. and off-the-cuff comments.

• Discuss what you know, not what you Discuss what you know, not what you think.think.

• Do not express personal opinions.Do not express personal opinions.

• Practice self-management. Practice self-management.

• Nothing is “Off the Record.” Nothing is “Off the Record.”

UNRELATED QUESTIONSUNRELATED QUESTIONS Here are a few recommended “bridges” to Here are a few recommended “bridges” to

get back to your critical message:get back to your critical message:

““That’s an interesting question, but before That’s an interesting question, but before I forget, I wanted to say . . .”I forget, I wanted to say . . .”

““What’s important to remember is . . .”What’s important to remember is . . .”

““That’s not my area of expertise, but what That’s not my area of expertise, but what I can tell you is . . .”I can tell you is . . .”

““What people need to know is. . .”What people need to know is. . .”

     

     

     

     

QUESTIONS QUESTIONS ??

ContactContact

Rob Keller -Rob Keller - robyn.keller@us.army.mil

Office: (701) 333-2006Office: (701) 333-2006

Rick Robinson –Rick Robinson – rnrobinson@nd.gov

Office: (701) 328-8136Office: (701) 328-8136