Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cfw spokesperson skills

2,538 views

Published on

Published in: Health & Medicine, Education
  • Be the first to comment

  • Be the first to like this

Cfw spokesperson skills

  1. 1. Developing Your Spokesperson Skills with Thom Clark President Community Media Workshop
  2. 2. What Will We Talk About?
  3. 3. Turnout (Attendance at an event) Awareness (Usually traces back to money) Advocacy (Best to engage audience) Why we communicate
  4. 4. We need attention • It lets outsiders know what we’re doing • It adds legitimacy to what we do • It boosts morale of those involved • It attracts $$$, members & associates • It can weaken our opponents as seen on TV!
  5. 5. To make news, you need to do or create something Man bites Dog, Peter Blapps, from flickr
  6. 6. Is it news? • Famous faces • Timeliness • Impacts large group • Issue recognition • Trendy • Little guy beats odds • Person bites dog • Big money • First, last, biggest • Conflict • Human interest • Visuals • Powerful institution • Emotional
  7. 7. Definitely not news • Your internal process • Board meetings • Conferences • Your annual report • What you served for lunch (unless you’re Michelle Obama)
  8. 8. 3-Legged Stool Strategy • Goals • Audience • Story/Message
  9. 9. GOAL
  10. 10. Who is Your Audience?
  11. 11. What Is A Message?
  12. 12. People receive every message in terms of what they already know and believe.
  13. 13. Facts Are Meaningless
  14. 14. Why Do We Need Messages? • Create recognition with target audiences • Teach new audiences quickly • Educate and influence audiences • Frame stories we tell reporters
  15. 15. What’s Your Key Message?
  16. 16. Effective Messages • Simple and short • Personal • Use emotion • Create urgency • Move people to action
  17. 17. Skeleton of an Effective Message • Goal • Audience • Call to Action • Delivery • Visual
  18. 18. Call to Action
  19. 19. Delivering Your Message
  20. 20. Spokesperson Tips: Bridging Asked a question not on your agenda? Bridging is the best way to respond.
  21. 21. Spokesperson Tips: Bridging Some simple bridges to use: • 'Don't know' to 'Do know' "I don't know the answer to that question. What I do know is … " • Time— "Historically, that was the case. Today, this is what's happening… or it's made us have to … ”
  22. 22. Spokesperson Tips: Bridging • Importance- "That used to be important. But what's changed is … and now we… " • Others: "No, let me explain … " "My primary concern is … " "The most important part is …
  23. 23. Spokesperson Tips: Flagging Help the audience remember what you would like them to remember.
  24. 24. Spokesperson Tips: Flagging • Underscore what is important by saying something like: "The most exciting thing about this program is … or "The bottom line is … " • Plant a flag, or highlight a point by punching your words, using superlative expressions “The key point to remember is …”
  25. 25. More Spokesperson Tips • Use Examples: Case studies, victim or expert stories, help get a more general point across. • 3Cs: Use colorful words, clichés, and contemporary references. • I statements: Tell personal stories—cite yourself as an expert. What’s your journey on this issue?
  26. 26. Interviewing Tips 1. Practice the 3 Rs Rehearse Role-Play Revise (then Repeat) 2. You are the Message Focus words, voice tone, facial expressions, & body language Emote without shrill attacks
  27. 27. Interviewing Tips 4. Control the interview Stay on target with your message Use bridging and other techniques 5. Being nervous is normal Channel fear into excitement and enthusiasm Use breathing, centering —relaxation techniques that work for you
  28. 28. Interviewing Tips 6. It's OK not to know Say I don't know in a way that adds to your credibility For example, use the ‘don't know’ to ‘do know’ bridge 7. Be prepared (repeat step 4) 8. Anticipate Be ready for questions from the interviewer See number 2 9. Create a relationship with the interviewer & audience Use interviewer's first name, anecdotes and succinct, colorful sound bites to connect
  29. 29. What to Wear? Don’t wear white or black (or red)
  30. 30. What to Wear? Pastels work, pale blue is best
  31. 31. What to Wear? • Avoid dangly earrings or jewelry • Avoid geometric designs • Drop the vest, but use a blazer • Avoid light pants & short skirts
  32. 32. Time to Pitch Your Story
  33. 33. THE THREE P’s OF PITCHING • PACKAGE • PRACTICE • PITCH
  34. 34. PACKAGING YOUR STORY
  35. 35. SKELETON OF A PITCH • Who • What • When • Where • Why • SO WHAT? • IS IT NEWSWORTHY?
  36. 36. PRACTICE
  37. 37. BEFORE YOU CALL • Respect reporter deadlines • Call in the morning / Early in the week • Provide accurate information • Be polite, persistent but don’t be a pest!
  38. 38. PITCH YOUR STORY
  39. 39. Questions, final thoughts?
  40. 40. ContactContact

×