Spokespeople: it’s time for a tune-up.
There’s no question your business has changed in the past year. You’re probably looking forward to launching that new product or service that had been shelved because of tightened budgets. You’ve got things to say about your business. You want customers, analysts, media, bloggers and maybe even competitors to know how you’re better – and different.
So before you run to the mountain top to tell the world your story, please know what you’re going to say when you get there. While a seemingly tedious exercise, a thorough messaging and media training update is an important investment. Consider it an update to your corporate and personal global positioning systems. Here are some elements of the update process:
- Refine your Point of View: The price of admission to be a corporate spokesperson is a relevant and relatable point of view. Update yours. Your customers’ needs and wants shift with market trends—so should your point of view.
- Update the Facts: You’re going to be quoted more often and more prominently if you can bring new facts to the story. Work with your media relations team to secure some 2009 statistics that you can cite during interviews. Old data associated with your name signals an out-of-touch spokesperson.
- Review the Packaging: Does your refined point of view supported by new data tell the story you want to tell?
A media training session will help spokespersons know if the upgrade was successful. While the session doesn’t need to be overly formal, it does need to challenge executives tasked with telling the company’s story through traditional and non-traditional mediums. If they refuse to do an on-camera practice interview, just pull up YouTube and tell them that they’re more overdue for an upgrade than you realized.
