When the media calls for an interview, who do you send? What qualifications are you looking for in a brand spokesperson? Find out how to think like a reporter and choose the best spokesperson for your company.

1. How to choose your
Brand Spokesperson{

2. Any volunteers?

3. Look within your company
to choose a
qualified
Spokesperson.

4. Think like a reporter

5. Try to think outside
your marketing team.
Often, media professionals view marketing
professionals as over-coached and unable to
provide direct insights.

6. Instead, look for someone with
these qualifications:
Authority
Strong voice, authentic voice
Willing to be coached
Ready for the spotlight

7. Authority

8. Choose an
authority figure
who is in a high-ranking
or titled position (i.e. CEO, VP).

9. Or even, a
subject matter expert
who has a thorough understanding
of the subject and able to answer
detailed questions.

10. Physical attributes

11. Strong Voice,
Authentic Voice
who can speak clearly coming across as
honest, forthright and
not overly scripted.

12. Physical presence
commands attention
who holds the attention of others,
maintains eye contact, does not shift
or fidget, and looks the part.

13. Coachable

14. Willing to
be coached
who is receptive to media training and
practices the skills in order to better
manage conversations.

15. Spotlight-ready

16. Comfortable in the
spotlight
who is willing to go “on record,”
giving interviews or speaking
to large crowds.

17. Knows the message
and sticks to it
who doesn’t easily digress and can stay
on message even when an unexpected
question pops up.

18. Remember this

19. A spokesperson is just a vehicle for
conveying your message.
It’s what you do to prepare them
(media training, speech coaching, message development)
that makes all the difference.

20. www.jacksonmg.com