Excellent leaders are fantastic spokespeople. We see it all the time—leaders who seem to always have the right thing to say and deliver messages so naturally. While it takes practice, we all have the capacity to be great spokespeople for our organizations. Here are five tips to get you on your way with in-real-life (IRL) examples from my decades of experience working with leaders:
- Leverage Personal Strengths
- Know Your Topic
- Listen Before Speaking
- Answer with Key Messages
- Always Represent
#1 Leverage Personal Strengths
People who put on an act for the press are perceived as insincere, so we always want to be ourselves and let our strengths come through in our interactions. Some of us are super organized in our content, some of us are passionate lively speakers, some of us are great story tellers. When we know and leverage our communication strengths, we are better spokespeople.
IRL: A client in the financial industry is a great story teller, which meant he would tell one enthralling tale after another, but not in the most organized fashion. We worked together to create an organized frame of key messages and then tied stories to each of the key points. By previewing the key messages and then diving into stories—his personal strength—his interactions became both super engaging and easy to follow.
#2 Know Your Topic
While knowing the subject matter well might seem obvious, the point is that we need to know way more than what we think the media will ask. Imagine that the information to be shared with the audience is the 20 percent of an iceberg visible above the water and our knowledge base is the entire iceberg. For any topic, we need deep knowledge even when we are only expected to speak on the tip of the iceberg. This deep knowledge gives us confidence and credibility. A reporter may only ask one question that reveals the hidden 80 percent, but our answer to that one deep question will give us greater credibility for the other 20 percent of the topic. If the topic is new to us, it is important to take the time to gain that deep knowledge before speaking.
IRL: Working with a client on a news radio interview, she created three full pages of notes on the topic, including key points and supporting evidence. From those three pages we were able to cull the best key messages and catchphrases for her to give a compelling interview. She felt confident that she could answer anything the reporter threw at her.
#3 Listen Before Speaking
By listening, we gain so much information that allows us to customize our communication. If we jump right in with our organization’s message, we may miss the opportunity to highlight something of great interest to this particular reporter. During the ice-breaker portion of the conversation when we may be talking weather and sports, also ask questions about current interests. ‘What is striking you in the news this week?’ is one way to inquire. When it is our turn to speak, we can use the information we just learned from listening to make our content more relevant.
IRL: During a mock interview where I was playing the reporter, a client was listening carefully as we connected with chit chat in the beginning. When I started asking interview questions, he brought forth customer examples from the geographical region I was pretending to be from, asking if I was aware of the company’s success in my hometown. The interview was so much more relevant because he listened carefully and customized his content.
#4 Answer with Key Messages
When we really know our organization and topic, we are able to communicate key messages in many different ways—through facts, statistics, and stories. No matter the question, there is always a way to bring in a key message. This technique just takes a bit of preparation and practice. If we are asked about a recent promotion in the company, for example, we can start by talking about the specific person and then segue into talking about a key message about company growth.
IRL: A client created a message map with a customer story for each key point that we had generated. With these stories, she was able to sprinkle in interesting vignettes throughout conversations and then always ended these stories by reiterating a key message.
#5 Always Represent
Any time we are in public, we are representing our organization. This is an advantage if we have the right mindset because we can always be building the brand whether we are chatting with someone on the airplane, giving an interview, or socializing at a party. It is a disadvantage if we don’t have the ‘always represent’ mindset. The organization’s reputation can be harmed if we misbehave at a party or are rude to a fellow passenger on the plane. Keeping in mind that every time is the right time to make a good impression, we can represent our organization well.
IRL: I heard a story from a client that she was at a friend’s birthday party and just chatting with a friend of a friend who asked her what she did. Having practiced her firm’s pitch in a one of my workshops, she made the firm sound super interesting. Turns out this person was looking for an investor and engaged with the firm. Because she was ‘always representing’ both she and the firm benefited.
Building on our strengths, knowing our subject matter, listening well, including key messages, and always representing—these are my top five tips for spokespeople. Putting these tips into practice will improve skills and help build a positive reputation.