Developing Your

SpokespersonSkillswith Thom Clark

President

Community Media Workshop

What Will We Talk About?

Turnout (Attendance at an event)

Awareness(Usually traces back to money)

Advocacy(Best to engage audience)

Why we communicate

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

onTV!

Tomake

news, youneedto do

orcreate

something

Man bites Dog, Peter Blapps, from flickr

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

Definitely not news• Your internal

process• Board meetings• Conferences• Your annual report• What you served for

lunch (unless you’re Michelle Obama)

3-Legged Stool Strategy

• Goals

• Audience

• Story/Message

GOAL

Who is Your Audience?

What Is A Message?

People receive every message

in terms of what they already know and

believe.

Facts Are

Meaningless

Why Do We Need Messages?

• Create recognition with target audiences

• Teach new audiences quickly

• Educate and influence audiences

• Frame stories we tell reporters

What’s Your Key Message?

Effective Messages

• Simple and short

• Personal

• Use emotion

• Create urgency

• Move people to action

Skeleton of an Effective Message

• Goal

• Audience

• Call to Action

• Delivery

• Visual

Call to Action

Delivering Your Message

Spokesperson Tips: Bridging

Asked a question not on your agenda?

Bridging is the

best way to respond.

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 … ”

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 …

Spokesperson Tips: Flagging

Help the audience remember

what you would like them to remember.

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 …”

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?

Interviewing Tips1. 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

Interviewing Tips4. 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

Interviewing Tips6. 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

What to Wear?

Don’t wear white or black (or red)

What to Wear?

Pastels work, pale blue is best

What to Wear?• Avoid dangly

earrings or jewelry

• Avoid geometric designs

• Drop the vest, but use a blazer

• Avoid light pants & short skirts

Time to Pitch Your Story

THE THREE P’s OF PITCHING

• PACKAGE

• PRACTICE

• PITCH

PACKAGING YOUR STORY

SKELETON OF A PITCH

• Who• What• When• Where• Why• SO WHAT? • IS IT NEWSWORTHY?

PRACTICE

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!

PITCH YOUR STORY

Questions, final thoughts?

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