Most of the professional communicators I’ve met in my delightful life in this field are super discerning. We see our spokesperson struggling as they prepare for a talk, a media tour or a conference. And, we almost always know why.
Our spidey senses tell us it’s a confidence issue, or a business issue, or perhaps ambivalence about the company’s direction. We also can see the downstream consequences of a poor performance.
We are so discerning and insightful. But THEN WHAT?
Seeing something is one thing. Choosing when, how, and if to say something to our spokespersons is a whole separate decision tree.
Is the issue you see something the spokesperson can address on their own with you, like a confidence issue? How open is the spokesperson to support? You can be vague and diplomatic or very straightforward in suggesting coaching, depending on the spokesperson’s ego and your relationship.
Is the issue something above your pay grade, like an acquisition you can just tell the two co-founders are fighting about? In that case, operate around the issue. Help your spokesperson craft a higher level message that doesn’t reveal drama about the company’s direction.
We’re always finding a way to navigate through both business and emotional issues as we help our spokespersons communicate. It’s a test of our communication skills too!
Take the risk out of being in the spotlight! I can prepare you, your teams and your leaders to tell your company’s story with confidence, shape the industry and maybe even change the world.
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