When should you gate content in B2B tech marketing? By Elizabeth Trimble, Digital Marketing Strategist
Spokesperson Training: Credibility, Control, and Confidence
By Dennie Theodore, Communications Trailblazer and HCI Board Member
You have dozens of press interviews scheduled by your technology PR team. You need to present a keynote speech. Or maybe you need to accept an industry award on behalf of your company. Are you ready? As the company spokesperson, you are responsible for the reputation and goals of your organization. You need more than a good-luck pat on the back and advice to not to say “um” too often!
No matter how accomplished company leaders and subject-matter experts are as speakers inside their own companies, the stakes increase when you speak to press and external audiences who may or may not like your message. While it is critical to have strong content with tech audiences, your voice and non-verbal communication are important, too. Many interviewers are heavily trained to get company executives to speak outside of practiced, approved tech PR messaging. You could find yourself off-topic and saying surprising things—and if you say it, consider it on the record.
Through spokesperson training, you learn foundational skills, what drives coverage in different types of media, and how your PR team supports you before, during, and after interviews. Good instruction supplies more than today’s key messages and a background briefing on an editor. You add to your spokesperson toolbox effective techniques for handling questions, best practices, and ways to circumvent pitfalls.
Preparation and coaching develop your skills in three areas of mental fitness—credibility, control, and confidence—required to be a memorable and quotable speaker.
1) Credibility
Credibility goes beyond appearing trustworthy. It includes having facts at your fingertips to back your claims and knowing when to say, “I don’t know but I will get back to you.” Credibility is responding to questions with simplicity and openness while still adhering to the message. If you are the source of information, solid preparation with a tech PR specialist creates a strong mental library of messaging points and responses that you can access under pressure.
2) Control
Answering questions you expect is challenging but being tossed questions you had not considered, especially if they are off topic, can undo the best speakers. Even an innocuous question can take discussion down avenues you’re not prepared to go.
The best interviewers know the most interesting answers come when they can get you to speak spontaneously. An opinion, extra background, or an unguarded reaction immediately becomes a wedge into areas you may not want to stray. Spokesperson training teaches response techniques that enable you to spar with a master interviewer, control the flow of the interview, and keep your cool.
3) Confidence
Many factors contribute to confidence. Beyond confidence in yourself, knowledge of and trust in our messages, resources, skills, and purpose take your message from informational to inspirational. Your technology PR partner uses spokesperson training to harness your confidence and make every speaking opportunity an advantage you can seize.
You might still say “um,” fidget, or even sweat a little. But your credibility, control, and confidence will bring out your personable spokesperson. As B2B technology PR experts, we’d be proud to help you get there. Reach out to HCI to get started today.
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HCI has marketing professionals in North America and Europe.
HCI has marketing professionals in North America and Europe.