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The Colab Brief - 110: The Spokesperson Matrix 🧩

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Ash + Lizzy
March 16, 2024

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The best spokespeople make it look easy. They’re comfortable in any situation, from an off-the-record coffee chat to a broadcast segment on CNBC. Affable, friendly, and calm. But being (and picking) a spokesperson for an organization is no easy feat. It takes a unique personality to deal with the pressures of a media interview. 

Today, let’s talk about what we look for when assessing spokesperson potential and some attributes of the best spokespeople we’ve worked with during our 15+ years in the industry. 

Read Time: 2 minutes. 

Calm Under Fire 🔥

The ideal spokesperson is someone who can remain calm (despite what is thrown at them) and keep the goal in mind. We’ve hosted a few doozy interviews, several of which got very tense at different points, and the most effective spokespeople were those who paused, regrouped, and bridged their way back into a conversation on their terms. 

A tough interview can turn disastrous when the interviewee becomes frazzled. The ability to stay centered under pressure is one of the most valuable attributes of a skilled spokesperson. 

Likable and Kind 🤝

An interview is, at its core, just a conversation. We’re all human, and chatting with a kind participant is always more enjoyable. Not every spokesperson has a naturally warm personality - especially if you’re working with limited options. But, every spokesperson can work to be agreeable, even if it’s just for a short period of time. Don’t underestimate the power of a friendly conversation. Our nicest, most accommodating spokespeople are also the ones journalists request to speak to the most often. One great call can set a company up for long-term coverage returns. 

Flexible and Willing to Adapt 🪀

Journalists - they’re just like us! And just like us, unforeseen circumstances often prevent them from joining a call. Whether it’s a quick-turn deadline, breaking news, or just a more pressing interview, it's not uncommon for a meeting to get bumped. Great spokespeople roll with the punches and are willing to reschedule. They understand that it’s not a slight to them or something to be taken personally; it’s just the nature of the business. 

Succinct, Not Salesy

Speaking in quotable soundbites is spokesperson 101, but it’s a surprisingly complex skill to master. Elevated spokespeople can inform and engage in a sentence or two. They also avoid overtly promoting their company or product—they understand they’re there to educate and provide value. 

They’re Opinionated

The best spokespeople have opinions, and they’re not afraid to share them. The media wants to hear from thought leaders who have actual—well—thoughts! It’s nearly impossible to generate a really interesting story without someone taking a stand on something. It doesn’t have to be super controversial (although that often works), but you must be willing to stand on some principle in order to make an impression. 

We know that you can’t always pick your own spokesperson. Often, we inherit ours, but knowing the qualities of a superior speaker can help you tweak (or train) the thought leaders within your own organization to become media-savvy and ready for any interview. 

Until next week - 

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