One of the first things we do upon rising in the morning is check the news to see what’s happened overnight. Some seek out the weather report or stock reports, while others prefer to digest leading headlines or sports news. The fact that news occurs around the clock is one of the main reasons it’s imperative to have a trained media spokesperson on staff at all times.
A trained media spokesperson is someone who’s comfortable during interviews and familiar with your company from rooftop to basement and everything in between. That person is articulate and can provide critical facts in easy-to-digest sound bites; summarize situations in an instant; and effectively communicate proper brand and company messages on demand.
If someone fitting that description isn’t already acting as your spokesperson, here are three reasons you should assign someone – be it the CEO, vice president of marketing or communications/PR manager – the responsibility.
- The news cycle is now 24/7.
The media waits for no one in our digital age. One simple tweet can uncover several sources. Should news about your organization or industry break, would you be content watching competitors step up to the microphone? Or would you prefer to be the one in the spotlight? If you have training and you’re prepared, you’ll get the win every time.
- A crisis could happen at any moment.
Today, an unsettling trend is how easily rumors are surfacing as reality. Active listening ensures that communications teams and spokespersons can immediately respond and rectify situations before they go astray. Ill-prepared companies find themselves at the mercy of the media. Having a trained spokesperson available can be the difference between an advantageous day and a fumbled one.
- Each day delivers an opportunity to forge new relationships.
Trained communicators understand well the importance of consistently scanning relevant industry news. Staying abreast not only ensures preparedness, it also provides opportunities to actively (rather than reactively) comment. This process is how individuals become trusted media sources as well as perceived experts. When the media calls, be available and ready to respond. If news is breaking and you have information or a valuable tip, call the media. This is how you become a critical source for breaking news. That’s a relationship that benefits both parties.
If your company doesn’t have a trained media spokesperson on staff, take advantage of Axia Public Relations’ media training webinar. We’ll help you prepare remarks, discuss the importance of nonverbal body language and offer tips on how to dress for interviews.
Clients love Wendy’s compelling writing. She has nearly 20 years of experience in technology, business, consumer and nonprofit public relations. She serves on the Massachusetts Down Syndrome Congress PR Task Force and is a culinary enthusiast and champion for the special needs community. Wendy has worked with Axia Public Relations since September 2014. Learn more about Wendy.
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