4 benefits a terrific spokesperson offers your company

A gifted spokesperson improves your image and grows your brand

Your spokesperson becomes the voice of your company as he or she shares your story with your target audience. It’s critical that you select someone who understands how to convey your message to the media, especially during a crisis. Here are four ways a great spokesperson benefits your company.

A well-trained, talented spokesperson:

1. Captures attention.

Whether your spokesperson is speaking in front of your stakeholders during a crisis or talking to the media at a news conference, his or her ability to capture your audience's attention is critical. A good spokesperson should be able to engage your public and draw them into your company’s story.

Understands the audience.

It’s always beneficial to know your target audience. While your spokesperson’s industry knowledge is a key strength, being able to communicate that knowledge on the level your audience will understand is vital. Your audience members come from a variety of backgrounds and have different levels of knowledge about your industry. Therefore, a great spokesperson will tailor discussions based on the needs of the audience.

Assists in drafting speaking materials.

A professional spokesperson crafts and presents his or her story (script, materials, speech) with very little input from your writing team. He or she can communicate your company’s message clearly and effectively, saving your editor time.

Adjusts accordingly.

Things do not always go as planned. Your audience might react unexpectedly or a situation might begin to get out of control. A competent spokesperson calmly evaluates situations right away and makes necessary adjustments.

Axia Public Relations helps companies build mutually beneficial relationships with their key audiences. Download Axia’s e-book Learn Media Relations from the Media to learn the best way to tell your company’s story and become a thought-leader in your industry.

Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further their growth and reach their goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge. Yulia has worked for Axia Public Relations since July 2015. Learn more about Yulia Dianova. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.