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Developing Your Spokesperso n Skills with Thom Clark President Community Media Workshop
42
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Page 1: Cfw spokesperson skills

Developing Your

SpokespersonSkillswith Thom Clark

President

Community Media Workshop

Page 2: Cfw spokesperson skills

What Will We Talk About?

Page 3: Cfw spokesperson skills

Turnout (Attendance at an event)

Awareness(Usually traces back to money)

Advocacy(Best to engage audience)

Why we communicate

Page 4: Cfw spokesperson skills

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

onTV!

Page 5: Cfw spokesperson skills

Tomake

news, youneedto do

orcreate

something

Man bites Dog, Peter Blapps, from flickr

Page 6: Cfw spokesperson skills

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

Page 7: Cfw spokesperson skills

Definitely not news• Your internal

process• Board meetings• Conferences• Your annual report• What you served for

lunch (unless you’re Michelle Obama)

Page 8: Cfw spokesperson skills

3-Legged Stool Strategy

• Goals

• Audience

• Story/Message

Page 9: Cfw spokesperson skills

GOAL

Page 10: Cfw spokesperson skills

Who is Your Audience?

Page 11: Cfw spokesperson skills

What Is A Message?

Page 12: Cfw spokesperson skills

People receive every message

in terms of what they already know and

believe.

Page 13: Cfw spokesperson skills

Facts Are

Meaningless

Page 14: Cfw spokesperson skills
Page 15: Cfw spokesperson skills
Page 16: Cfw spokesperson skills

Why Do We Need Messages?

• Create recognition with target audiences

• Teach new audiences quickly

• Educate and influence audiences

• Frame stories we tell reporters

Page 17: Cfw spokesperson skills

What’s Your Key Message?

Page 18: Cfw spokesperson skills

Effective Messages

• Simple and short

• Personal

• Use emotion

• Create urgency

• Move people to action

Page 19: Cfw spokesperson skills

Skeleton of an Effective Message

• Goal

• Audience

• Call to Action

• Delivery

• Visual

Page 20: Cfw spokesperson skills

Call to Action

Page 21: Cfw spokesperson skills

Delivering Your Message

Page 22: Cfw spokesperson skills

Spokesperson Tips: Bridging

Asked a question not on your agenda?

Bridging is the

best way to respond.

Page 23: Cfw spokesperson skills

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 … ”

Page 24: Cfw spokesperson skills

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 …

Page 25: Cfw spokesperson skills

Spokesperson Tips: Flagging

Help the audience remember

what you would like them to remember.

Page 26: Cfw spokesperson skills

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 …”

Page 27: Cfw spokesperson skills

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?

Page 28: Cfw spokesperson skills

Interviewing Tips1. 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

Page 29: Cfw spokesperson skills

Interviewing Tips4. 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

Page 30: Cfw spokesperson skills

Interviewing Tips6. 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

Page 31: Cfw spokesperson skills

What to Wear?

Don’t wear white or black (or red)

Page 32: Cfw spokesperson skills

What to Wear?

Pastels work, pale blue is best

Page 33: Cfw spokesperson skills

What to Wear?• Avoid dangly

earrings or jewelry

• Avoid geometric designs

• Drop the vest, but use a blazer

• Avoid light pants & short skirts

Page 34: Cfw spokesperson skills

Time to Pitch Your Story

Page 35: Cfw spokesperson skills

THE THREE P’s OF PITCHING

• PACKAGE

• PRACTICE

• PITCH

Page 36: Cfw spokesperson skills

PACKAGING YOUR STORY

Page 37: Cfw spokesperson skills

SKELETON OF A PITCH

• Who• What• When• Where• Why• SO WHAT? • IS IT NEWSWORTHY?

Page 38: Cfw spokesperson skills

PRACTICE

Page 39: Cfw spokesperson skills

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!

Page 40: Cfw spokesperson skills

PITCH YOUR STORY

Page 41: Cfw spokesperson skills

Questions, final thoughts?

Page 42: Cfw spokesperson skills

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