In most organisations, the big boss is the default spokesperson for every topic.
It’s the CEO, general manager, managing director or whatever title fits best.
But good CEOs aren’t always good media performers.
Some are naturals, others can be trained to be very good and some just never get it – those of the nervous voices, shifting eyes and fidgeting hands. It’s like teaching courage to a scared footy player – it’s never going to happen.
But don’t think that the most senior person in the organisation must be the spokesperson for everything, especially when it comes to matters that aren’t top priority.
That’s when you need the naturals in your organisation – those people who tell stories and tell them well.
One of our clients has a grounds manager who is very good at talking to audiences – they’re intelligent, down-to-earth and full of the common touch.
Most importantly, they’re genuine. And that’s something that can’t be learned. You’re genuine or you’re not.
The grounds manager is a very good spokesperson for the areas in which they specialise. Journalists struggle to interrogate him because he knows far more about his topic than they do.
And he talks with a disarming, jovial touch. He’s good – although a touch of media training made him a lot better.
Genuine people can deliver messages that other people can’t.
Audiences eventually see through non-genuine people. And they stop listening.
Find your best speakers today and make sure they’re well used in tense situations.