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…

What Went Wrong During Your Presentation or Media Interview?

Sometimes you are so focused on preparing for your next presentation or media interview that you overlook Bad Good Better Best Meterthat evaluating your last performance is just as important. What went right – or wrong?

Prepare for Your Post-Mortem

You feel you’ve done everything you could to prepare for your presentation or interview:

  • Key messages nailed down. Check.
  • Practiced and perfected your delivery. Check. …Read more…

Is It Ever OK to Respond “No Comment” to a Reporter?

Yes, but not in those exact words.

No comment

To comment or not to comment?

The conventional wisdom for media interviews is that you never say “no comment” when a reporter asks you a question you can’t or don’t want to answer.

You Must Answer the Question

Of course, you can’t give the reporter confidential company information, or comment during the quite period preceding an IPO. But you cannot ignore the question. You don’t want to use the words “no comment,” which is like waving a red flag. But many interview subjects think they can simply stonewall the reporter and bridge back to their key messages.

That is a big mistake. The reporter will think …Read more…

Does Your High School Yearbook Photo Hold a Clue to Who You Are Now?

As the last New York Mayoral race was heating up, candidates had to undergo scrutiny, not only for their points of view about public policy but also for their personal images.

The Daily News chose a novel way to spotlight the candidates in a story that included photos of them in their high school yearbooks.

NYDailyNews …Read more…