7.2 Spokesperson Selection and Preparation

Choosing the right spokesperson during a crisis is crucial. Companies need someone credible, skilled in communication, and available 24/7. The ideal candidate should have industry expertise, emotional intelligence, and cultural sensitivity to effectively represent the organization.

Preparing spokespersons involves crafting key messages, media training, and anticipating tough questions. Techniques for high-pressure interviews include breathing exercises, bridging tactics, and maintaining eye contact. Evaluating performance through analysis and feedback helps improve future crisis communication efforts.

Spokesperson Selection

Criteria for crisis spokespersons

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• Credibility bolstered by industry expertise and senior position enhances trust (CEO, CFO)
• Communication skills facilitate clear articulation of complex information and active listening
• Availability ensures quick response to media requests and willingness to be on call 24/7
• Emotional intelligence enables empathy towards stakeholders and calm demeanor under pressure
• Knowledge of crisis situation encompasses familiarity with facts and understanding of response plan
• Cultural sensitivity demonstrates awareness of diverse audiences and cross-cultural communication

Spokesperson Preparation and Evaluation

Preparation of spokespersons

• Message development crafts clear, concise key points aligned with organizational values
• Media training incorporates simulated interviews and bridging techniques to key messages
• Anticipating questions involves developing Q&A document and preparing for tough inquiries
• Non-verbal communication coaching focuses on body language, vocal tone, and pacing
• Background briefings provide context on crisis situation and latest developments
• Technology familiarization includes practice with teleprompters and various interview formats (TV, radio)

Techniques for high-pressure interviews

• Breathing exercises utilize diaphragmatic breathing to reduce stress and maintain composure
• Mental preparation strategies employ visualization and positive self-talk to boost confidence
• Bridging and blocking tactics transition to prepared messages and avoid speculative questions
• Pause and reflect technique allows moment to organize thoughts before responding
• Maintaining eye contact focuses on interviewer or camera to convey sincerity and engagement
• Managing difficult personalities involves strategies for handling aggressive or off-topic questions

Evaluation of spokesperson performance

• Post-interview analysis reviews recorded performances to assess message delivery effectiveness
• Peer review sessions gather input from communication team to identify improvement areas
• Quantitative metrics measure message retention and analyze social media sentiment post-interview
• Qualitative feedback assesses perceived credibility and trustworthiness from key stakeholders
• Self-evaluation techniques encourage spokespersons to critique own performance and set goals
• Continuous improvement plan develops tailored training programs and schedules regular practice