➖I have been in the communication field for a long time and believe I have gained the necessary experience to analyze how communication specialists operate, especially Press Secretaries, Press Attachés, Public Relations experts, and others in the communication field, ranging from government and government agencies to companies, INGOs, and NGOs.
A Communication Specialist, Press Secretary, or Public Relations expert must take control, especially in the public sphere.
Audiences are like a pack of wild dogs; if they sense fear or nervousness in you, they will attack. Visible fear gives the public an advantage to come at you heavily. You can't let the public intimidate you.
There are three surefire ways for a Communication Specialist to fail quickly:
Becoming hostile, lying, or guessing. Don't get me wrong, every Press Secretary lies, but in doing so, let it not be visible.
Any of these actions will end your credibility. Don’t let the audience take control, especially in press conferences or press statements; you must lead the conversation.
When asked a question you don't know the answer to, reflect or respond by saying, "We are looking into it," or "We don't have a statement at this time," or "We will get back to you on this." Additionally, say, "The president shares your concerns and is working diligently to find a solution." This applies to the Press Secretary.
With these few tips, you can be a powerful Communicator, Public Relations Expert, or Press Secretary in any discussion, even if unprepared.
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