This insights post is a summary of the blog post published by LF Channel. View the full insight at: Spokespeople training, a key element to company reputation.
In the business world, brand reputation has become one of the most valuable asset. In order to achieve an effective and coherent communication strategy, it is fundamental to build and maintain the brand’s image over the long term.
When a company designs a communication plan, it must consider many elements that communicate about their brand including the corporative website to the its employees.
What is a Spokesperson?
It is someone who is responsible and authorized for representing the company. This can come in many different formats.
They convey the voice of a company. In other words, they are the visible face that humanizes the organization, they give it a visible identity. It is also their role to strengthen the bond between the company and the audience. They need to convey its philosophy and values in an authentic way in front of the media.
The Principles of a Good Spokesperson
- Know the company firsthand: Knowing its origins, values, philosophy… The spokesperson must feel that ‘the company is theirs’ and know it better than its very founder (in case it isn’t them).
- Act as an extension of the company: This means that, during their exposure to the media, the values and positions they will convey will not be their own as an individual, but the company’s, which they are representing.
- Good spokespeople are made, not born: The ability to communicate clearly, convey empathy and create proximity with the media is not an exclusive gift, but a skill that can be learnt and perfected through practice and dedication.
To get more details, view the full post at: Spokespeople training, a key element to company reputation.
