Using earned media to convey a brand’s messages clearly and concisely is a powerful way to raise a company’s reputation with stakeholders—internally and externally. When a company engages in earned media, you'll usually find a quote from someone who works for the company within the article. Sometimes, the interview is broadcast across news stations and popular daytime talk shows where the interviewee's name is displayed in text at the bottom of the screen. But have you ever wondered why that person is speaking on behalf of the brand? Why were they quoted in an article or interviewed on television?
For most companies, that person is their media spokesperson. Whether they're the dedicated go-to media person or chosen specifically for that interview, it is up to the brand to determine who is the best fit to represent the company publicly for that media outlet.
Technically, anyone employed by a company can be perceived as its spokesperson. (Which is why, especially during a crisis, brands have proper media relations policies in place). Companies often ask themselves what qualities and traits a person should have to represent them. After all, somebody's face and name will be linked to the brand, acting as a brand representative. Brands often want to present themselves as leading experts in their industry and need an individual who understands their values, voice and goals to position themselves as a thought leader. A thought leader is someone who can provide insight, expertise and valuable perspectives on their designated subjects of choice.
So, is a media spokesperson that important? When should you consider someone for the role, and how do you choose the best person?
What is a Media Spokesperson?
According to Entrepreneur, a media spokesperson is "usually a member of a company's marketing department, another company employee (the CEO or corporate communications director, or a member of a public relations firm hired by the company."
Companies use experts, often in senior leadership, to represent the brand. These individuals convey key messages and discuss topics about the subject of an article or broadcast segment requested by a journalist. Their public-facing role is to be interviewed by journalists. Their words, image, and voice are used as quotes or clips to strengthen the article or broadcast’s credibility.
For example, if a news reporter is writing an article about the latest computer technology, think about some of the top brands in the computer science industry that might want to provide expert commentary. A journalist will contact brands for comments or use services that help connect them with leading experts for more information. Journalists will then set up an interview with the interviewee and obtain knowledge, sometimes even exclusive knowledge, to help them write their article and share the story they're trying to tell with their readers or viewers.
A media spokesperson is also available if a company has an announcement to make, such as a new product launch or a crisis situation.
Why is a Media Spokesperson Important?
There are a couple of reasons why a media spokesperson, the go-to person to interact with the media, is important for a company. These include, but are not limited to:
Takes the brand from “it” to a “we”
Build credibility and authority
Remain calm under pressure
Convey messages clearly and concisely
Help cement a brand’s image
Keep headline messages consistent
Maintain quality control
Convey authority
Connects the audience to the brand
How to Choose the Best Media Spokesperson
Choosing someone to speak directly with the media might sound like a tough choice, but some qualifications can help a company narrow down who will best represent them. Of course, anyone with a voice can talk to the media, but how do you know they'll represent the brand the way the company desires?
Here are a few key points to remember when the internal team is deciding who might be the best media resource:
Is this person a high-ranking individual with authority?
Is this person a brand advocate and passionate about the company?
Do they know your headline messages inside and out?
Are they level-headed and reasonable under pressure? Even if you know a reporter's questions before an interview, it doesn't mean they won't introduce additional questions.
Are they comfortable speaking on camera or with other people in a room? Do they get visibly nervous or anxious?
Do they command respect?
Are they able to articulate complex ideas simply?
Are they available at a moment’s notice?
The great thing about being a media spokesperson is that there is training for it. You may have come up with a person within your company that perfectly answers all the questions above, but they might not be well-versed in the key/headline messages. They may be great speaking with people in person, but they've never had opportunities to get in front of the camera. Or you're reading this as the media spokesperson for your company and want to understand how you can better cultivate your skills.
Media training can play an integral role in refining a public-facing role. Fortunately, TrizCom PR is excellent at helping companies find their spokesperson or instructing those who already have the position. As a full-scale public relations firm, it's our job to ensure your key messages are conveyed diligently and professionally. Media training is our specialty; we’re here to help you prepare.
When to use a media spokesperson?
New product launches
Company updates and announcements, such as mergers and partnerships
Crisis communications
Thought leadership
Let's say a company is undergoing a new partnership deal or product launch. The c-suite team and the board of directors seek publicity to garner the new products' attention. A media spokesperson will be one individual that media journalists can turn to for more information.
A great example of this is Apple. Twice a year, the technology company hosts announcements for upcoming products they'll be releasing, deemed "Apple Events." While outlets might not get direct quotes from spearhead Tim Cook, reporters can pull quotes from live online events and use them to share detailed information about the upcoming launch of products. Cook is Apple's media spokesperson; he represents the brand when it comes to leading expert commentary about the brand, products, and values. You'll also notice that he never sways from the brand's history, beliefs and culture when he speaks.
For crisis communications, a media spokesperson is essential due to the timeliness of the situation and preventing the crisis from getting out of control. Proactively addressing it adds validation to the brand's reputation and informs the public of the actions that will be taken to amend the situation. When there is no one to comment on a crisis, the brand's reputation is at stake, especially in the age of social media. When thousands of people online find grievance with a company, they can boycott a brand or spread misinformation if they hear details through the grapevine. Usually, a company's chief executive officers or communication specialists will fill this role.
One of the most noteworthy crisis communications examples that called upon a brand spokesperson was Johnson & Johnson's Tylenol. Several people died from taking extra-strength Tylenol laced with potassium cyanide in 1982. The company's CEO, James Burke, formed a strategy team to address the situation, including Burke being open and honest with the media. Tylenol's response was to pull their product from the shelves to develop tamper-proof packaging. This ultimately saved the brand.
Conversely, one of the biggest PR blunders happened in 2010 after one of BPs oil well seals failed in the Gulf of Mexico, causing the worst oil spill in history. The oil rig then exploded, killing 11 workers. In a media broadcast interview on CNN, CEO Tony Hayward told the journalist “I want my life back.
Source: CNN - https://www.youtube.com/watch?v=_zs_06Dwl_k
When it comes to thought leadership, someone who represents the brand in the media acts on behalf of the company as an expert source with valuable knowledge that consumers can utilize. This helps build brand awareness, offers guidance, inspires others and influences people toward a call to action.
A media spokesperson's role is to articulate key messages and be a go-to resource when the media comes knocking.
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