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Companies and organizations of every size are investing significant
amounts of money and resources in efforts to communicate their messages through the news media. Much of that investment
is wasted on weak spokespeople.
Although many corporate spokespeople have received media training at some point, few receive any further development.
¡ “Experienced”
spokespeople are often the weakest, and are the least open to coaching
or further training. When it comes to media interviews, arrogance is the most dangerous weakness.
¡ Most large companies have
multiple spokespeople, at various levels, and as a result, face significant financial risk from spokesperson errors, misquotes
and selective disclosures.
¡ Inconsistency in spokesperson
competency levels across a company can also have negative impact on the
brand.
¡ No matter how effective the
PR team, they cannot be successful in gaining positive media coverage
without strong spokespeople.
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The SpokesComm Solution
We provide an objective assessment, from the points of view of both a journalist
and a communication professional, evaluating a range of Key Spokesperson Skills, from establishing rapport and credibility to delivering company messages. The resulting report
provides a detailed analysis of capabilities and recommendations for further development.
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