A spokesperson can know a product inside out and still struggle in an interview. Product knowledge is essential, but it is only part of the job. The spokesperson also needs to listen, answer clearly and make the conversation feel natural.
That does not mean being perfectly polished. In many cases, the most effective interviews are the ones that sound like a knowledgeable person speaking to another person.
Choose the Right Person for the Story
The best-known name is not always the best spokesperson. A subject-matter expert may be the right choice when the story needs authority and explanation. A lifestyle personality may be better suited to a demonstration or a seasonal segment. A company executive may be ideal when the story calls for a firsthand perspective.
The choice depends on what the audience needs to hear and what the spokesperson can communicate comfortably.
Prepare for Questions, Not Just Key Messages
Talking points provide direction. They should not become a script that the spokesperson tries to recite regardless of the question. Hosts may interrupt, change direction or ask for a simpler explanation. Good preparation helps the spokesperson respond and return to the main message without forcing it.
We work through likely questions, practice concise answers and make sure any product demonstration can be completed smoothly. A rehearsal can reveal small problems that are easy to fix beforehand: an answer that runs too long, a product that is difficult to show or a claim that needs clearer wording.
Let the Conversation Flow
Viewers can tell when someone is focused only on getting through a list of messages. A strong spokesperson listens to the host, offers useful information and knows when to stop talking.
The goal is not to mention the brand as often as possible. The goal is to leave the audience with a clear understanding of the topic and a positive impression of the brand’s role in it.
PLUS Media helps clients select and prepare spokespeople for that kind of conversation. When the right person is well prepared, the interview becomes more useful to the program and more valuable to the client.
