Stepping up to the Spokesperson Role by Nichole Culverwell

The role of a modern director or business leader extends to being a good spokesperson. 

Representing your organisation in this way is multifaceted and has significant implications for staff motivation, stakeholder relations and, ultimately, the company’s reputation.

As a visible and senior face of the organisation, directors can play a crucial role in presenting the company’s tone and culture, shaping public perception, increasing stakeholder confidence and improving employee engagement. Plus, in times of crisis, a leader’s ability to communicate effectively is paramount. At this time, spokespeople need to convey confidence, control and compassion, reassuring stakeholders that the company is managing the situation effectively.

What do the stats say? 

A study conducted by FTI Consulting found that over 80% of the fastest-growing companies since 2015 are led by a vocal CEO. Another study, conducted by Oxford University’s Said Business School, the Association of Executive Search and Leadership Consultants (AESC), explained that stock prices actually increase when new CEOs publicly discuss their strategy — within their first 100 days of office. 

So what does being a company spokesperson involve?  

It’s important to put a human face to an organisation; this helps people to relate to the business, after all ‘people buy people’ and we are more likely to trust another human, than a faceless corporation.  

As the official voice of the company, the spokeperson’s responsibilities include representing the firm in media interviews, public appearances, external communications, and on social media. During crises, it is crucial to manage communications effectively, delivering clear and consistent messages to minimise negative impacts and ensure a human-led response.  Remember, empathy is essential during a crisis and that is more authentic when we hear and see it from a real person.  

Internally, collaboration with teams is essential to keep employees informed and inspired. This might be to share key messages and strategies to align them with the company’s mission, to motivate, provide stability, or deliver bad news. Again, seeing and hearing those messages delivered by a real person will make them more believable and engaging.  

Effective internal communication from the CEO can boost employee morale, foster a positive corporate culture, and increase engagement by making employees feel informed and valued. 

When CEOs communicate effectively, they build customer confidence in the company’s products or services, fostering loyalty and satisfaction. Good communication showcases strong leadership qualities, such as transparency, empathy, and decisiveness, which are crucial for inspiring confidence and respect. CEOs often represent the company in discussions with regulators and government officials, and so effective communication can help navigate regulatory landscapes and advocate for the company’s interests. Clear and persuasive communication can differentiate the company from competitors, highlighting its unique value propositions and innovations. 

Additionally, engaging with stakeholders, including investors, customers and partners is vital to maintain transparency, trust, and alignment with the organisation’s goals. 

Essential spokesperson skills 

A good spokesperson must be an expert, knowledgeable, and conversant in their field, and able to communicate complex ideas simply. 

They need to be available and quick to respond, building relationships quickly with journalists and understanding the audience’s concerns and interests. Being a good storyteller is essential, bringing messages to life with engaging stories while balancing the brand’s key messages with the media agenda. Genuine authenticity, humility, empathy, and the ability to read the room are all crucial traits, ensuring the spokesperson connects effectively and resonates with their audience. 

Key messages are the cornerstone of clear and consistent communication 

The best way to communicate key messages is by using simple sentences that describe the situation and your response. Repeat the messages you want your audience to remember and ensure consistency. These messages must ‘stand up’ and avoid superlatives, jargon and empty claims. 

In conclusion, the role of a director or business leader as a spokesperson is crucial for shaping the public perception, maintaining stakeholder confidence, and fostering employee engagement. Effective communication is not just about delivering messages; it’s about embodying the values and culture of the company, especially during times of crisis.  

By aligning their personal brand with the organisation, directors can enhance corporate reputation and build strong relationships with both internal and external stakeholders. Ultimately, the power of clear, consistent, and authentic communication cannot be underestimated in driving a company’s success and resilience.