1.
Developing Your
Spokesperson
Skills
with Thom Clark
President
Community Media Workshop

2.
What Will We Talk About?

3.
Turnout
(Attendance at an event)
Awareness
(Usually traces back to money)
Advocacy
(Best to engage audience)
Why we communicate

4.
We need attention
• It lets outsiders know
what we’re doing
• It adds legitimacy to
what we do
• It boosts morale of
those involved
• It attracts $$$,
members & associates
• It can weaken our
opponents
as
seen
on
TV!

5.
To
make
news, you
need
to do
or
create
something
Man bites Dog, Peter Blapps, from flickr

6.
Is it news?
• Famous faces
• Timeliness
• Impacts large group
• Issue recognition
• Trendy
• Little guy beats odds
• Person bites dog
• Big money
• First, last, biggest
• Conflict
• Human interest
• Visuals
• Powerful institution
• Emotional

7.
Definitely not news
• Your internal
process
• Board meetings
• Conferences
• Your annual report
• What you served
for lunch (unless
you’re Michelle
Obama)

8.
3-Legged Stool Strategy
• Goals
• Audience
• Story/Message

9.
GOAL

10.
Who is Your Audience?

11.
What Is A Message?

12.
People receive every
message
in terms of what they
already know and
believe.

13.
Facts
Are
Meaningless

14.
Why Do We Need Messages?
• Create recognition with target audiences
• Teach new audiences quickly
• Educate and influence audiences
• Frame stories we tell reporters

15.
What’s Your Key Message?

16.
Effective Messages
• Simple and short
• Personal
• Use emotion
• Create urgency
• Move people to action

17.
Skeleton of an Effective Message
• Goal
• Audience
• Call to Action
• Delivery
• Visual

18.
Call to Action

19.
Delivering Your Message

20.
Spokesperson Tips: Bridging
Asked a question not on your agenda?
Bridging
is the
best way
to respond.

21.
Spokesperson Tips: Bridging
Some simple bridges to use:
• 'Don't know' to 'Do know'
"I don't know the answer to that question.
What I do know is … "
• Time—
"Historically, that was the case.
Today, this is what's happening…
or it's made us have to … ”

22.
Spokesperson Tips: Bridging
• Importance-
"That used to be important. But what's
changed is … and now we… "
• Others:
"No, let me explain … "
"My primary concern is … "
"The most important part is …

23.
Spokesperson Tips: Flagging
Help the audience remember
what you would like them to remember.

24.
Spokesperson Tips: Flagging
• Underscore what is important
by saying something like:
"The most exciting thing about this
program is …
or "The bottom line is … "
• Plant a flag, or highlight a
point by punching your
words, using superlative
expressions
“The key point to remember is …”

25.
More Spokesperson Tips
• Use Examples: Case studies, victim or
expert stories, help get a more general point
across.
• 3Cs: Use colorful words, clichés, and
contemporary references.
• I statements:
Tell personal stories—cite yourself as an
expert. What’s your journey on this issue?

26.
Interviewing Tips
1. Practice the 3 Rs
Rehearse
Role-Play
Revise (then Repeat)
2. You are the Message
Focus words, voice tone,
facial expressions, &
body language
Emote without shrill attacks

27.
Interviewing Tips
4. Control the interview
Stay on target with your
message
Use bridging and other
techniques
5. Being nervous is normal
Channel fear into
excitement and
enthusiasm
Use breathing, centering
—relaxation
techniques that work
for you

28.
Interviewing Tips
6. It's OK not to know
Say I don't know in a way that adds to your credibility
For example, use the ‘don't know’ to ‘do know’ bridge
7. Be prepared (repeat step 4)
8. Anticipate
Be ready for questions from the interviewer
See number 2
9. Create a relationship with the interviewer & audience
Use interviewer's first name, anecdotes and succinct,
colorful sound bites to connect

29.
What to Wear?
Don’t wear white or black (or red)

30.
What to Wear?
Pastels work, pale blue is best

31.
What to Wear?
• Avoid dangly
earrings or jewelry
• Avoid geometric
designs
• Drop the vest, but use a blazer
• Avoid light pants & short skirts

32.
Time to Pitch Your Story

33.
THE THREE P’s OF
PITCHING
• PACKAGE
• PRACTICE
• PITCH

34.
PACKAGING YOUR STORY

35.
SKELETON OF A PITCH
• Who
• What
• When
• Where
• Why
• SO WHAT?
• IS IT NEWSWORTHY?

36.
PRACTICE

37.
BEFORE YOU CALL
• Respect reporter deadlines
• Call in the morning / Early in the week
• Provide accurate information
• Be polite, persistent but don’t be a pest!

38.
PITCH YOUR STORY

39.
Questions, final thoughts?

40.
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