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PRW Newsletter, November 8, 2006 -
Ten Commandments for Being the Company Spokesperson Quotations
In this Issue:
- Featured Article - Ten
Commandments for Being the Company Spokesperson
- 72 Hour PRW Works Bundle
Special
- PRW Introduces Brand New
Book To Assist Self-Published Authors
- PRW Discount: Add A
Second Channel For Only $50
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Ten Commandments for Being the Company Spokesperson
You sent out
the press release and included the contact information.
You are listed as the spokesperson for your company—but
what does that mean? And how can you be an effective one?
As a spokesperson, you represent your company. You are the
human link between the media and your company. Although a
powerful way to raise your company’s profile,
two-dimensional press releases can not connect with a
journalist like a person can. If your press release is the
lure and the hook, you, as the spokesperson, need to reel
them in.
First, always be available, easily reached, and completely
prepared for comment. Journalists work on all kinds of
deadlines. If a journalist takes the time to call, be
available to talk to them.
Second, always know whether your goal is to inform,
motivate, persuade, or entertain the media. The ultimate
goal for public relations is to improve your company’s
visibility and image. Journalists need a story, not a
sales pitch, so determine the best way for your company to
be part of a bigger story.
Third, time permitting, find out why a journalist wants to
talk to you. This means looking over the reporter’s
previous work to determine if there is any bias or areas
of particular interest.
Fourth, always be able to summarize what you want to say
in one minute or less. If you can’t do this, then your
news is too complex or is too broad in scope.
Fifth, always be completely interested in and believe in
your subject. You must intrigue and convince yourself
before you can intrigue and convince others.
Sixth, always know your subject inside and out with
tangible facts to back up your claims. Draft a fact sheet
to give to the media stating any relevant data,
statistics, research findings, or evidence with accurate
sources. And, contrary to what you might think, it’s best
to include information about the opposing point of view
and counteract those points.
Seventh, never say anything that you are not 100% sure
about. Instead, if you don’t know a particular answer,
tell the media that you will either get back to them or
refer them to someone who does know an answer.
Eighth, always be prepared to answer difficult questions.
If it’s anything other than a human-interest story, don’t
expect softball questions.
Ninth, always know your top three messages in a positive,
non-defensive, concise format. Avoid jargon and overly
technical terminology. Refer to your organization by name,
not by pronoun.
Tenth, practice makes perfect! Always rehearse your
answers and statements aloud.
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Call toll-free: 877.362.7924 Or follow this link:
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Click
here if you missed the past issues of the PRW
Newsletter.
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