In today’s competitive market, a company or brand’s message, reputation, and consumer connections are more important than ever before. One powerful way to build trust, communicate values, and extend reach is by selecting the right spokesperson for your business. A spokesperson can shape public perception, humanise the brand, and even drive sales forward. However, selecting the wrong person can have the complete opposite effect, leading to potential backlash, confusion, or disengagement from your audience entirely.
1. Understanding Your Brand’s Identity
Before you even begin thinking about who could front broadcast PR interviews and be the face of your company, you need to understand your brand’s identity thoroughly. This means looking at your core values, mission, target audience, and the tone you want to project to your audience. The right spokesperson should embody the very essence of your brand.
- Values and Message: Does your brand promote sustainability, innovation, luxury, or fun, for instance? Your spokesperson should reflect these values and effectively communicate your business’s ethos to your target audience.
- Tone and Image: You should consider the personality of your business. Are you a premium, high-end brand or a down-to-earth, community-driven brand? Your spokesperson should align with the image you wish to project going forward.
For example, a high-energy, humorous personality may work really well for a casual, youthful brand but could seem out of place for one that prides itself on elegance and sophistication.
2. Evaluate the Credibility and Expertise of the Spokesperson
Credibility is one of the most critical factors to consider when choosing a spokesperson for broadcast PR. Someone with credibility in your industry adds an element of trust and authority to your brand. Consumers tend to trust individuals who are knowledgeable and have relevant experience in the field.
- Industry Knowledge: Does the spokesperson have any background or experience in the industry your business operates in, and wants to talk about, in broadcast PR interviews? For example, if you are in the health and wellness sector, it makes sense to choose a spokesperson who is a recognised health expert, a fitness influencer, or a well-known athlete who promotes well-being. Be wary paying a third-party spokesperson that has no synergy to the topic of discussion – broadcasters see right through it!
- Reputation: The personal reputation of your spokesperson is critical. A celebrity with a questionable reputation or a history of controversies can harm your brand. Make sure to do your research to ensure your spokesperson’s public persona aligns with your company values and won’t cause any damage to your reputation.
- Authenticity: Consumers and broadcast audiences can spot inauthenticity instantly! When selecting a spokesperson, it’s essential that they genuinely believe in your products or services and aren’t just saying they do. For example, a well-known environmentalist would be a great spokesperson for a sustainable brand because they would speak authentically about eco-friendly practices and products – you’d be able to hear the genuine passion for the topic within the interview.
- Target Demographics: It’s essential to think about the age, interests, and lifestyle of your target audience. For instance, if you’re wanting to speak to young professionals, a well-known celebrity in the fashion or tech world may appeal to them. On the other hand, if you’re targeting families, a well-liked TV personality known for family-friendly content may be a better fit.
- Relatability: Your spokesperson needs to have a personality that resonates with your target audience. They should be seen as approachable, trustworthy, and personable. The more the audience feels they can relate to the spokesperson, the more likely they are to listen to what they have to say about your brand.
Relatability can also extend to factors such as socio-economic status, geographic location, and lifestyle. For instance, if you’re a luxury brand, your spokesperson should reflect that high-end appeal. If you’re targeting a local market, choosing someone from the local community with a noticeable local accent can really help to strengthen your connection to the region. There’s nothing quite like a spokesperson talking about well-known local places and experiences and the audience having a true “me too” moment to cement real connection.
Sometimes, broadcast PR professionals can fall into the trap of engaging with a well-known social media influencer due to their mass following but this doesn’t always work so well with broadcast PR interviews. 30 second Tik Tok videos utilise a completely different set of communication skills than a 15 minute national radio interview for instance, so it’s important to ensure your spokesperson has what it takes.
- Broadcast PR: A good spokesperson should be able to speak confidently in front of an audience. Whether it’s live TV or a radio interview, they need to hold the audience’s attention and deliver messages without hesitation. Public speaking skills are paramount here, and the ability to connect with people is key to creating positive engagement.
- Media Training: It’s also important that the spokesperson has media training or is comfortable with high-pressure situations. Often, those being quizzed can face tough questions from journalists, unexpected situations, or even crisis scenarios. You need someone who can handle the pressure, answer with poise, and protect the integrity of your brand.
- Body Language: Non-verbal communication is just as important as the spoken word. Ensure your spokesperson is someone who can convey positive body language, demonstrating confidence and openness. A charismatic individual will naturally engage audiences and make them feel comfortable, which increases the chances of successful brand alignment.
Here at Shout! Communications we can help you and your nominated spokesperson get the very best out of hard-won interview opportunities. Read about our media training here.
5. Influence and Social Media Reach
In today’s digital era, a spokesperson’s social media presence plays a significant role in their ability to influence your audience. If you’re targeting younger demographics, particularly millennials and Gen Z, a spokesperson with a strong social media following can significantly enhance your brand visibility, but be aware of the lack of transferrable communication skills already mentioned.
- Online Following: Check if the spokesperson has a sizable and active online following. While celebrity endorsements can work well for large-scale brands, micro-influencers with smaller but more engaged followings can also bring substantial value to niche brands. For instance, an Instagram influencer known for home décor would be perfect for a furniture brand, especially if their followers trust their style and recommendations. You could ask them to post about their broadcast PR interview ahead of time to get the most out of the opportunity.
- Engagement Rates: It’s not just about the number of followers, but how engaged they are. Engagement rates (likes, shares, comments) can help you determine how effectively the spokesperson connects with their audience. A highly engaged influencer can drive conversation around your brand and create buzz in ways that traditional advertising cannot.
- Brand Fit on Social Media: Always ensure that your spokesperson’s social media content aligns with your brand’s ethos and values. If their posts regularly align with your brand’s messaging, it will feel much more natural when they endorse your products. If they don’t, journalists are likely to question their involvement in your brand either during the planning stage, or, even worse, when they’re on the air.
6. Cost and Budget Considerations
Of course, the cost of hiring a spokesperson is an important factor to consider. High-profile celebrities, sports stars, or popular influencers can come with a hefty price tag. However, their influence can often justify the expense, especially if you have the budget for it.
- Budget: Establish a clear budget for the spokesperson, taking into account how much you’re willing to invest in their endorsement. Be mindful that the spokesperson’s fee will vary depending on their fame, expertise, and influence.
- Return on Investment: Your spokesperson’s impact should provide a clear return on investment. Whether it’s through increased sales, heightened brand awareness, or improved reputation, make sure that the financial commitment makes sense in the context of your marketing strategy.
- Alternative Options: If the budget doesn’t allow for a high-profile figure, consider working with micro-influencers or individuals with a strong local following. These individuals often come at a fraction of the cost but can provide similar levels of impact for the right audience. Also, if you are a charitable organisation, some spokespeople are willing to work at a reduced fee or waive the fee entirely if your work is something they are particularly passionate about. It’s always worth asking!
7. Long-Term Compatibility
Sometimes, choosing a spokesperson isn’t just about the here and now; it’s about building a lasting relationship. If you’re looking for someone to represent your brand over the long term and not just a one-off campaign, it can help to maintain consistency in your brand messaging.
- Longevity: A long-term spokesperson creates consistency and builds trust with the audience. They become familiar faces to customers and can help create a lasting impression. If your spokesperson is someone with a track record of stability and reliability, it may make more sense to commit to them long term.
- Availability: In broadcast PR availability is key. There is a lot of competition for airtime, so having spokespeople who are flexible and willing to work with a broadcasters schedule, not against it, always helps. Choosing a spokesperson who acknowledges they already have a demanding schedule may not work out quite as well when trying to secure broadcast PR opportunities.
Conclusion
Choosing the right broadcast PR spokesperson is a decision that should not be taken lightly. The person you select will become the face of your business or brand and will influence how your customers perceive you. By considering factors such as brand alignment, credibility, audience fit, communication skills, influence, and budget, you can find the perfect spokesperson to elevate your brand’s message and help you achieve your marketing objectives.
Remember, the ideal spokesperson isn’t just a famous personality or social media influencer – they’re someone who can authentically communicate with audiences, and help you achieve long-term success.
To see how the team at Shout! Communications can help you select and make the most out of any spokesperson, contact us today!
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