What to Look for in Hiring a Celebrity or Subject Matter Spokesperson

An interview with Deb Durham, President of SPOKESPERSONS PLUS NETWORK®

What do you look for in a spokesperson?

Whether you seek a subject matter expert or a celebrity spokesperson, credibility is the #1 quality to look for. You only want a spokesperson who can authentically get behind your brand’s messaging and has the credentials that support it.

post1 For example, my company secured Anna Post, Emily Post’s great-great granddaughter and an etiquette expert in her own right, for Intel’s Mobile Etiquette campaign.

Anna is 30-something, has the perfect background, and in addition to the media activities booked by Intel’s PR folks, Anna was able to incorporate Intel’s messaging into interviews she was doing on her own to promote the recently launched the 18th Edition of Emily Post’s Etiquette, of which she is co-author.

Secondly, make sure that the spokesperson has not …Read more…

Saying “No” Means Never Having to Feel Sorry You Did

With a nod to the famous quote “Love means never having to say you’re sorry” from the novel and movie “Love Story,” saying NO is one of the hardest things we ever have to do.

The stars Ali McGraw and Ryan O’Neal made that one of the most famous lines in movie history. Here they are:

You need to learn how to say “no” …Read more…

The News Media Doesn’t Need PR People Anymore

Informatic spy (EPS 10,includes transparency)You may be wondering why a media trainer who guides corporate executives through the stages of interviews in traditional media and, in recent years, on Skype and social media, would make a statement like the one above.

It’s because we increasingly hear complaints from PR people about how much more difficult media relations has become since the emergence of the Internet.

Reporters as Detectives

Edward Bernays, who is credited with inventing the term “public relations,” polished John D. Rockefeller’s image by having him give away coins to encourage thrift. This early PR initiative was …Read more…

Do Integrity and Trust Still Count for Anything?

Not to be cynical, but the recent past hasn’t been so encouraging if you still believe that trust and integrity count in this world.

Not so long ago, CNN released the contents of the late Lybian Ambassador Christopher Stevens’ personal journal, after reportedly assuring his family that it wouldn’t. Commenting on the CNN brouhaha, a spokesperson for Secretary of State Hillary Clinton was quoted as telling a reporter to f–k off.

Do Integrity and Trust Count?

The photo of a topless Duchess of Cambridge sun bathing on a private vacation was another media shocker. After the photo appeared in a French magazine, other media took the attitude “they printed it so why can’t we?” So the image is going viral in other countries (but not the U.K.) and so far as we know not the U.S. …Read more…