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Home Page  Marketing How To Be A Corporate Spokesperson: And Get PR For Yourself, Your Product, Service Or Cause |
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How To Be A Corporate Spokesperson: And Get PR For Yourself, Your Product, Service Or Cause 1. Be a Fluid Conversationalist. This is the number one requirement. Not only do you need to know how to make a point with panache, but you need to stay on your talking points and have the social skills of a diplomat. Graciousness comes in a close second. Corporations are looking for people who would make them proud under any circumstance no matter how ugly. I have one client who can charm anyone. She is a former salesperson and sales trainer who told me that during a cold call the potential client started insulting her company and swearing liberally. Once he finished his tirade she laughed and said, "Glad we got some of your objections out of the way," and went on to make the sale. Another one of my clients feels like she must memorize her talks and all of her soundbites, and doesn't want to say anything that isn't refined. While it may be appropriate for her lifestyle and field it's a no go for this job. 2. Have Mental Toughness. One CEO was being interviewed for ABC's 60 Minutes. The hosts were trying to get a rise out of him and asked him an inflammatory question--the same one twenty times. The twenty first time he lost his top. Which take do you think 60 minutes aired? While you may feel that holding his temper for 20 takes is pretty good, it's not good enough. You're not only representing yourself, you're representing an entire corporation and it's your job to bring only good will to them. 3. Feel Comfortable in Your Own Skin on TV. On TV physical comfort is essential. You need to be able to laugh at your gaffs and handle anything that comes your way. Be ready for people to say off the wall things to you. If you're not physically comfortable in your clothes, the way you look and feel, that impinges on your ability to banter. The audience can tell immediately and it reflects on the product you're promoting. NOTE: You are never allowed to promote a product on national TV shows as doing so may conflict with their advertisers. 4. Get Your Feet Wet by Doing Multiple Clients. Experienced corporate spokesperson and author of several best-selling books, Stacy DeBroff, says that often media companies put together a group of 4-6 clients who want product promotion. Since their "sponsor" doesn't represent one corporation, they can use someone less experienced. Doing a satellite media tour for a group of products is a great way to get started. The downside is discussing all of those products in one show. You need to be pretty nimble to mention 4-6 products in a few minutes. The upside is you get to start dipping your feet in the profitable waters of corporate sponsorship. Copyright (c) 2006 by Susan Harrow. All rights reserved.
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Article Tags: Marketing, Publicity, Media, Susan Harrow, Media Coaching About the Author:
Susan Harrow, PRSecrets.com, is a media coach, marketing strategist, author of *Sell Yourself Without Selling Your Soul.* Clients include CEOs, authors, entrepreneurs who have appeared on/in Oprah, 60 Minutes, TIME, USA Today, NY Times.
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