Developing Your
SpokespersonSkillswith Thom Clark
President
Community Media Workshop
What Will We Talk About?
Turnout (Attendance at an event)
Awareness(Usually traces back to money)
Advocacy(Best to engage audience)
Why we communicate
We need attention• It lets outsiders know
what we’re doing• It adds legitimacy to
what we do• It boosts morale of
those involved• It attracts $$$,
members & associates• It can weaken our
opponents
as seen
onTV!
Tomake
news, youneedto do
orcreate
something
Man bites Dog, Peter Blapps, from flickr
Is it news?• Famous faces
• Timeliness
• Impacts large group
• Issue recognition
• Trendy
• Little guy beats odds
• Person bites dog
• Big money
• First, last, biggest
• Conflict
• Human interest
• Visuals
• Powerful institution
• Emotional
Definitely not news• Your internal
process• Board meetings• Conferences• Your annual report• What you served for
lunch (unless you’re Michelle Obama)
3-Legged Stool Strategy
• Goals
• Audience
• Story/Message
GOAL
Who is Your Audience?
What Is A Message?
People receive every message
in terms of what they already know and
believe.
Facts Are
Meaningless
Why Do We Need Messages?
• Create recognition with target audiences
• Teach new audiences quickly
• Educate and influence audiences
• Frame stories we tell reporters
What’s Your Key Message?
Effective Messages
• Simple and short
• Personal
• Use emotion
• Create urgency
• Move people to action
Skeleton of an Effective Message
• Goal
• Audience
• Call to Action
• Delivery
• Visual
Call to Action
Delivering Your Message
Spokesperson Tips: Bridging
Asked a question not on your agenda?
Bridging is the
best way to respond.
Spokesperson Tips: Bridging
Some simple bridges to use:
• 'Don't know' to 'Do know' "I don't know the answer to that question. What I do know is … "
• Time— "Historically, that was the case. Today, this is what's happening… or it's made us have to … ”
Spokesperson Tips: Bridging
• Importance- "That used to be important. But what's changed is … and now we… "
• Others: "No, let me explain … " "My primary concern is … " "The most important part is …
Spokesperson Tips: Flagging
Help the audience remember
what you would like them to remember.
Spokesperson Tips: Flagging• Underscore what is important
by saying something like: "The most exciting thing about this program is … or "The bottom line is … "
• Plant a flag, or highlight a point by punching your words, using superlative expressions“The key point to remember is …”
More Spokesperson Tips
• Use Examples: Case studies, victim or expert stories, help get a more general point across.
• 3Cs: Use colorful words, clichés, and contemporary references.
• I statements: Tell personal stories—cite yourself as an expert. What’s your journey on this issue?
Interviewing Tips1. Practice the 3 Rs
Rehearse
Role-Play
Revise (then Repeat)
2. You are the Message
Focus words, voice tone, facial expressions, & body language
Emote without shrill attacks
Interviewing Tips4. Control the interview
Stay on target with your message
Use bridging and other techniques
5. Being nervous is normal
Channel fear into excitement and enthusiasm
Use breathing, centering—relaxation techniques that work for you
Interviewing Tips6. It's OK not to know
Say I don't know in a way that adds to your credibility
For example, use the ‘don't know’ to ‘do know’ bridge
7. Be prepared (repeat step 4)
8. Anticipate
Be ready for questions from the interviewer
See number 2
9. Create a relationship with the interviewer & audience
Use interviewer's first name, anecdotes and succinct, colorful sound bites to connect
What to Wear?
Don’t wear white or black (or red)
What to Wear?
Pastels work, pale blue is best
What to Wear?• Avoid dangly
earrings or jewelry
• Avoid geometric designs
• Drop the vest, but use a blazer
• Avoid light pants & short skirts
Time to Pitch Your Story
THE THREE P’s OF PITCHING
• PACKAGE
• PRACTICE
• PITCH
PACKAGING YOUR STORY
SKELETON OF A PITCH
• Who• What• When• Where• Why• SO WHAT? • IS IT NEWSWORTHY?
PRACTICE
BEFORE YOU CALL
• Respect reporter deadlines• Call in the morning / Early in the week• Provide accurate information • Be polite, persistent but don’t be a pest!
PITCH YOUR STORY
Questions, final thoughts?
ContactContact
Top Related