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TIPS FOR SUCCESSING IN FRONT OF ANY AUDIENCE If you want to get your message across in a clear, persuasive and convincing way, being a good spokesperson is nowadays an essential factor. The ability to communicate effectively can make the difference between success and failure, whether in front of customers, employees, the media or the community at large. To begin with, we need to be aware of the standards to be followed when selecting a company spokesperson. Everyone in the management of an organisation should generally be trained in communication because, although they are not usually a spokesperson, they may be required to do so at a particular time, such as in the case of a reputational crisis. According to the editorial platform The Conversation (2020), spokespersons chosen to be part of the top management of a company are newsworthy because they are people perceived as relevant by the audience and, therefore, the ones that journalists always want to talk to because their statements have more media impact. With this in mind, and once the most suitable speaker has been chosen, it is time to follow certain training guidelines that will enable them to communicate effectively with any type of audience: Thorough preparation: in-depth knowledge of the subject to be discussed is necessary in order to transmit clear, concise and coherent messages that are also related to the brand's values and image. To achieve this, it is necessary to have a team of communication specialists. Feedback is key to becoming an effective spokesperson. Constructive criticism allows for continuous improvement in the way you communicate. Using each intervention as an opportunity for growth, a spokesperson should value both praise and suggestions for improvement. Self-assessment, based on recordings of one's own speeches, complements this feedback by providing objective perspectives on body language, tone of voice and clarity of message. Know your audience: every audience is different, so it is important to tailor your message to their interests and expectations. Research the person or group of people to be addressed by the spokesperson in order to understand their concerns and needs. Once this step has been taken, the speech can be adjusted accordingly. Knowing how to manage a crisis: in times of extreme complexity, the spokesperson is a fundamental pillar that must transmit calm, clarity and security. It is very important to be prepared in advance and to have a thorough knowledge of the crisis plan. An effective spokesperson communicates the facts frankly, demonstrates empathy and ensures that corrective action is taken. A rapid response helps maintain public trust and reduces damage to the organisation's reputation. To lead the narrative during a crisis, it is essential to have the ability to manage stress and maintain composure. Hone non-verbal communication skills: the perception of a message can also be influenced by non-verbal communication. Gestures, postures, facial expressions and tone of voice may convey the opposite of the intended message. Therefore, the importance of maintaining eye contact, using confident posture and expressive gestures, as well as using an appropriate tone of voice that conveys confidence and credibility should be taken into account. In order to manage interactions effectively and respond clearly and accurately, you should have a list of possible questions and answers ready, both the most obvious and those that may be more complex. In the case of not having or knowing the answer, the best option is to establish a search commitment and give the answer at another time. The sooner the better. This will prevent the person who has asked the question in question from looking for the answer in other sources that may not be in the interests of the spokesperson and, therefore, of the company he or she represents. Adaptability and constant updating: In a rapidly changing media world, any spokesperson must be adaptable. Keeping abreast of the latest trends in communication, verbal and non-verbal, allows messages to be adapted to new formats and channels, ensuring that they are relevant and effective. A spokesperson must be versatile, able to interact in both conventional and digital media and be willing to use new communication techniques and tools. This proactivity, in addition to extending the reach and impact of the message, also strengthens the organisation's reputation. In short, to communicate effectively and efficiently with different audiences, it is essential to be properly prepared. It will be easier to communicate effectively in any situation if you work with a specialised communications agency. At InfluenceSuite we have a team of experts in this field. Don't hesitate to contact us, we are here to help you in this and any other area of communication you may need.