Branding Business

How to Find the Right Spokesperson for Your Organization

Image courtesy Pixabay

An effective spokesperson can do wonders for your organization’s reputation — particularly in times of crisis — because they know how to articulate your company’s mission in person, through press releases, and across social media. The right spokesperson can help your organization reach its goals and build trust and credibility with your target audience. 

However, finding the person to represent your brand isn’t easy. You will have to prepare for a thorough vetting process that takes into account a person’s communication skills, personality, emotional intelligence, and storytelling ability.

Your Organization’s Spokesperson Needs Strong Communication Skills

For starters, your organization’s spokesperson must be able to speak clearly, concisely, and confidently. They must be able to demonstrate this ability when delivering prepared announcements and answering questions on the fly. Whether using their own words or prepared statements written by someone else, your spokesperson should be able to speak on behalf of your company or organization eloquently and persuasively.

This spokesperson should also feel comfortable addressing people one-on-one, as well as in large crowds, and must be comfortable speaking on a variety of topics. Additionally, be sure to select a spokesperson with experience speaking on camera and managing replies to comments from both your customer base and the general public on social media.

Remember that the spokesperson your organization selects will need to communicate articulately with the press, so they should also have experience with regularly reaching out to journalists and news outlets both in person and online. Any background that gives them expertise in handling the media is a huge bonus.

When Vetting an Ideal Spokesperson, Personality Matters

As you search for the person who will become the face of your organization, think about what kind of personality will best resonate with the demographics of the people you want to reach. A good spokesperson should connect with their audience in a relatable and genuine way.

Personality is a crucial consideration for your organization’s spokesperson because it determines how others — including stakeholders, clients, and the public — will respond to them. An engaging personality influences their ability as an effective communicator and empowers them to interact effectively with the people around them.

The ideal candidate should have an authentic and engaging personality that matches your brand’s values. Think about the personality that will convey your message best. For example, do you want a spokesperson with a sense of humor or a hard-hitting spokesperson who can field controversial topics?

Remember that the public will respond to your organization if they like and trust your spokesperson. Furthermore, the media will be more likely to cover your organization if it can feature a spokesperson who is relatable and engaging.

Your Spokesperson Must Possess High Emotional Intelligence

Emotional intelligence, or EQ, is the ability to understand and manage your own emotions and those of others. It involves being able to empathize with others, control one’s emotions, read other people’s emotions, and use emotional information to guide thinking and behavior.

High emotional intelligence enables a spokesperson to read people, situations, and body language. This skill is vital for any spokesperson because it helps them understand what their audience needs and how best to communicate it.

A spokesperson with high emotional intelligence can relate meaningfully to others, will be better able to understand what makes their audience tick, and speak directly to its needs with a message that resonates on an emotional level. Essentially, a spokesperson with high EQ becomes more relatable and personable.

Your Spokesperson Needs the Ability to Empathize

Empathy is the ability to understand and share the feelings of others, which allows a spokesperson to see their message from the perspective of someone in the audience and to anticipate how it will be received. Empathy is a crucial skill for any spokesperson because it enables them to connect and make their message relevant.

When choosing a spokesperson for your organization, look for someone who has demonstrated empathy in past roles or life experiences. For example, if your organization is focused on helping people who are struggling with addiction or mental illness to find support services in their area, you will want a spokesperson who understands what it is like to live with these challenges.

Your Organization’s Spokesperson Should be a Compelling Storyteller

Storytelling is one of the most powerful ways your organization can communicate its message with donors, supporters, and other key stakeholders. Stories also help your customers and clients understand your organization’s mission and values. A good narrative can also illustrate the problem you are solving and the solution you provide.

When told well, stories build relationships between the narrator and the listener. By sharing your organization’s story, your spokesperson can draw people in, get them to listen, and make them feel like they belong in your community.

In summary, the right spokesperson can be a powerful tool for your organization, but finding that person is not easy. Your selection requires careful consideration of communication skills, personality, and emotional intelligence. The more prepared you are to take your time and truly evaluate each candidate, the better off you’ll be when making your selection.

About the author


Mark Kaley

Mark Kaley has more than 15 years of experience consulting with large and small businesses, providing them with management, marketing, and public relations services. Since joining Otter PR, he has had massive success with his clients, landing them placements in top-tier outlets including CNBC, Yahoo! News, CBS News, Time, Wall Street Journal, Marketwatch, US News & World Report, Investor’s Business Daily, Tech Crunch, Tech Target, Bloomberg, Insider, Spectrum News, Miami Herald, The Street, Charlotte Observer, Forbes, and Fortune.