Companies and organizations of every size are investing significant amounts of money and resources in efforts to communicate their messages through the news media. Much of that investment is wasted on weak spokespeople.
Although many corporate spokespeople have received media training at some point, few receive any further development.
¡“Experienced” spokespeople are often the weakest, and are the least open to coaching or further training. When it comes to media interviews, arrogance is the most dangerous weakness.
¡Most large companies have multiple spokespeople, at various levels, and as a result, face significant financial risk from spokesperson errors, misquotes and selective disclosures.
¡Inconsistency in spokesperson competency levels across a company can also have negative impact on the brand.
¡No matter how effective the PR team, they cannot be successful in gaining positive media coverage without strong spokespeople.
