Put Your Best Face Forward:Put Your Best Face Forward: Being a Better SpokespersonBeing a Better Spokesperson

Mary B. Schaefer, CAEMary B. Schaefer, CAE

MSchaefer CommunicationsMSchaefer Communications

Your BrandYour Brand

BasicsBasics

AccountabilityAccountability CredibleCredible DependableDependable AccuracyAccuracy HonestHonest SkillfulSkillful

Good Good CommunicatorCommunicator

ConfidentConfident SincereSincere ProfessionalProfessional CheerfulCheerful

Achieving LikeabilityAchieving Likeability

Your Body Your Body language language

Your DressYour Dress Firm HandshakeFirm Handshake Your WordsYour Words

SmileSmile

As CommunicatorAs Communicator

Be Stress ResistantBe Stress Resistant Be OrganizedBe Organized Be Fast!Be Fast!

Think: Creative Think: Creative STRATEGY!STRATEGY!

Teflon Age of PR Teflon Age of PR The Short Life of a PR FiascoThe Short Life of a PR Fiasco

Wall Street Journal 4-2-2012

Public Relations Executives

#2 Most Stressful Job 2011

CareerCast

ConnectingConnecting

ConnectingConnecting Hooking from Hooking from

StartStart PassionPassion

Business TradePubs

Radio

Websites

Blogs

Cable TV/Free Access

Television

Newspapers

Social Media

YOU

When You’re the NewsWhen You’re the News

Be PreparedBe Prepared Be ResponsiveBe Responsive Be RealBe Real

NonverbalNonverbal

Do your Homework!Do your Homework!

3 key messages3 key messages Worst??Worst??

Don’t rambleDon’t ramble Avoid industry Avoid industry

jargonjargon

Phone InterviewsPhone Interviews

Get a HeadsetGet a Headset Stand Stand Use a LandlineUse a Landline Emotions can be readEmotions can be read

On MessageOn Message

Listening Listening Speak in Speak in

SoundbitesSoundbites Use examples, Use examples,

evidenceevidence Stories with visualsStories with visuals

Assert Your RightsAssert Your Rights

Who else is being interviewed for Who else is being interviewed for storystory

Where a reporter is going with ?Where a reporter is going with ? Answer a ? Without being interruptedAnswer a ? Without being interrupted Correct misinformationCorrect misinformation

Bridging Bridging

As easy as A-B-CAs easy as A-B-CAnswerAnswerBridgeBridgeCommunicateCommunicate

BridgingBridging

"Before we get off that topic, let me "Before we get off that topic, let me just add...“just add...“

"Let me put that in perspective.""Let me put that in perspective." "It's important to remember that...“"It's important to remember that...“ What I think this all means…What I think this all means… On the other hand….On the other hand….

Buy Thinking TimeBuy Thinking Time

Let’s consider that point for a Let’s consider that point for a moment.moment.

How about looking at it this way…How about looking at it this way… That’s a good question…That’s a good question… Let me see if I understand what Let me see if I understand what

you’re asking..you’re asking..

Flagging Your AnswersFlagging Your Answers

What most people don’t knowWhat most people don’t know One interesting thing about…One interesting thing about… Recent research indicates that…Recent research indicates that… What you have to remember…What you have to remember… The real issue is…The real issue is…

Rules on Record…Rules on Record…

The more you The more you say…say…

Nothing Is Off Nothing Is Off RecordRecord

No CommentNo Comment Emailing FactsEmailing Facts

Media CredibilityMedia Credibility

Accuracy of your dataAccuracy of your data Legal clearanceLegal clearance Be a resource in off-timesBe a resource in off-times Pitching ideasPitching ideas

Understand DynamicsUnderstand Dynamics

Make Their Job Easier

Contact:Contact:Mary SchaeferMary Schaefer217/725-6433217/725-6433

Twitter: mbschaeferTwitter: mbschaeferMschaefercommunications.comMschaefercommunications.com