Who are spokespeople?
Your spokespeople are the face of the company, delivering brand messaging to the public. They help bridge the gap between the media and your stakeholders by promoting transparency through the information about your organisation’s activities. Practically they can be featured on any platform – print, online, in-person or in different media settings, like TV.
Topics covered by spokespeople include:
- Breaking news
- Product demonstrations
- Celebrity interviews
- Industry trends
- Crisis management
- Entertainment updates
Why do companies have spokespeople representing them?
Spokespeople chosen carefully maximise the impact of campaigns, whether it’s advertising a product, highlighting the importance of good causes or talking about the latest innovations of the brand. Messages delivered through a spokesperson are more memorable and effective in the long term. Here are three of the pros of having a spokesperson.
Personal touch
It’s easier to connect and relate emotionally with another human being when brands want to create lasting positive impressions or influence their audience.
Trusted source
A highly qualified and knowledgeable spokesperson brings thought leadership and showcases expertise in the field. This will increase the credibility of the company they represent.
Support PR and marketing campaigns
From building awareness to attracting new customers, from crisis management to brand repositioning, spokespeople bring in changes to PR and marketing campaigns, adding enhanced value to what is being promoted.
Prepare your spokespeople to be camera-ready
It is always a good idea to provide some media training for your chosen spokesperson. Here are the best tips on how to prepare your spokesperson to ensure they get the most out of their appearance.
How to pitch a spokesperson for TV appearance?
Who should you pitch as a spokesperson?
- Someone who is able to bring the story to life
- Must be engaging and passionate about the topic
- Keep in mind that diverse spokespeople are very important these days – television shows must be seen to be representing all backgrounds.
Where should the interview take place?
When offering a spokesperson, suggest a location for the interview that helps to tell the story visually. For example, a supermarket CEO should be in a store, not at head office.
The golden rule
Make sure your spokespeople are available when you say they are, especially if they are high-profile names or celebrities.
How PRs can pitch the spokesperson
- Send an email briefly explaining who they are, what they will discuss and their availability to the planning team or special correspondent. Use bullet points to keep it short and snappy.
- When introducing new spokespeople to journalists, include their previous speaking engagements or examples of their commentary, to show how strong their skills are.
- Planning desks and correspondents usually look on X (formerly known as Twitter) for interesting spokespeople, so make sure your spokesperson is active on there.
- Use a direct, engaging and relevant quote in the subject line of the email: it is more likely to be opened if it has immediate shock value.
Tessa Mcann
News Editor for Strategic Relationships
CNBC Europe (EMEA)
“ The best pitches include the targeted information, a headshot, contact numbers and additional, unedited B roll which the team can edit themselves.”
Spokesperson checklist
Are they new? Avoid pitching spokespeople that have already spoken about the topic on a rival channel.
Are they fully briefed, and media trained? Expect journalists to ask the trickier questions, don’t restrict them.
Are they flexible? They may need to be called upon at the last minute or to fit into a short, specific time slot.
