If you are thinking of becoming your organisation’s star spokesperson, let me tell you that it is not a matter of good luck. Well, maybe a little, but not only that. There are people who, without specific training, seem to have a natural gift for speaking clearly and connecting with audiences, instinctively understanding the value of a message, what a frame is and how to handle the media. It is as if they have a superpower, just like someone who has an innate talent for music or for a particular sport. But even superheroes need training, and spokespeople are no exception.
The reality is that most of us need a good spokesperson training course if we want to be the voice of an organisation or any public activity. Let’s assume you already know how crucial it is to have a well-designed communication strategy. Because, let’s face it, no matter how great you are in front of a microphone, if you’re not clear about what you want to say and why, your natural charm could end up being more of a problem than a solution.
So sit back, because we’re going to unravel the secrets to being an impressive and strategic spokesperson.
Holistic communication: how every gesture and word impacts your message
Every time you are there or not, you are saying something. Not showing up at an event where you are expected to speak on a topic where you are the star sends a message (spoiler: not a good thing).
Everything matters: your gestures and the words you choose also tell stories. The examples you use, how many times you smile and whether those smiles are sincere, too. But if the smile is fake, it shows; smiling is not the same as gritting your teeth. And the eyes, though they may lie, are not deceiving (as are the hips, at least for Shakira).
The way we speak, our mannerisms, our attitude and our confidence can strengthen the reputation of the company and everyone in it. For communication to be truly effective, beyond the preparation and training of spokespeople, one thing is absolutely essential: rehearse, rehearse, rehearse!
From Incognito and as experts in spokesperson training, our advice is: relax, let go of those tensions and leave the armour at home!
The three Cs: Credibility, Control and Confidence
Let’s imagine we are building a sand castle. The foundation of our communication castle is made of three magic ingredients: credibility, control and confidence. These three Cs are what allow us to build a solid structure that will ensure success in conveying our message.
Is it clear what we’re saying? Does our audience understand the message we want to convey? Are we communicating what we really want in a controlled way? These are some key questions that every spokesperson should ask themselves when faced with the big moment of being the face of their brand.
So what message do you want your audience to be left with? Define the topic of interest and remember that practice makes perfect. Rehearse until you can do it with your eyes closed (but please keep them open during the presentation). Hit it hard and shine!
At Incognito, we are here to help you develop these keys and take your communication skills to the next level. Remember that the key is to rehearse, relax and connect authentically with your audience.
With our guidelines, you will not only represent your organisation brilliantly, but you will also become a communicative leader who can inspire and guide. Get ready, practice and leave your mark on every intervention!
If you want to know more about this topic, in our podcast, ‘La Cueva de MOE’, we give you the keys. [ENLACE AL EPISODIO SOBRE PORTAVOCES]
