Choosing the Right Spokesperson for Your Multichannel Solution
The details of your campaign launch are set, the press release is written, assets decided upon and your media strategies in place - the only thing missing is a personality and a voice to tell your story. While there are some tried and true rules of engagement when searching for that perfect someone who will convey your key messages and resonate with audiences, bigger isn't always better and A-list isn't always applicable.
What's a brand or agency to do when procuring a spokesperson and how can you make sure they're the right fit?
SOCIAL MEDIA ENGAGEMENT MATTERS: It doesn't matter how media savvy they are or how many Today Show appearances they have under their belt. If a potential spokesperson is not actively engaging on social media platforms, any other national appearances may as well be null and void. In today's digital age, a significant social media footprint coupled with traditional broadcast expertise is the ideal scenario for attracting viewers and driving engagement.
BIGGER ISN'T ALWAYS BETTER: You're able to secure NBC's highest rated star for their latest prime time hit as your spokesperson? That's great, but you're painting yourself into an NBC corner and other affiliates may not want to participate in your satellite media tour to promote another network's star. Big stars also come with high price tags, multiple commitments, and time constraints that could be counterintuitive to your media goals.
RELEVANCY RESONATES: While you may have an A-lister discussing a heart condition, if that spokesperson has no direct connection to the condition, all credibility is lost. Yet, a caregiver of a diabetic music idol discussing what it's like caring for a child with type 1 diabetes is the recipe for a home run.
LOOK FOR BRAND & CREDIBILITY CONFLICTS: - Make sure your potential spokesperson isn't working with any conflicting brands or umbrella companies for a competing company. The slightest controversy can also be disastrous for any brand. A quick online search can reveal a plethora of information about a potential spokesperson they could fail to disclose, causing your brand to lose credibility by association with the competition.
OVERSATURATION IS MISUNDERSTOOD: There is a school of thought that if a spokesperson has been doing a lot of satellite media tours then they must be good at what they do. Being in demand is a good thing, but someone who is on the same station talking about the same topic over and over again becomes boring for viewers. Producers are constantly looking for fresh talent who can talk about a variety of different things. While they do take the opportunity to welcome back a media savvy spokesperson who can deliver a solid interview, they like to take a break in between. If a spokesperson consistently tours the SMT circuit promoting too many brands, that should be another red flag questioning their credibility.
Most importantly, choosing a Subject Matter Expert (SME) is also a great opportunity to develop a relationship with someone who can get to know your brand and who can become an expert at delivering your key messages in an organic way across multiple channels. Choose that person wisely and you will be on your way to a successful media campaign!
ABOUT THE EXPERT: Risa Chuang
Risa Chuang is the Director of Media Relations at MultiVu, a Cision company. In her role, she manages the execution of broadcast solutions and media strategies for clients in the healthcare, consumer, technology, nonprofit and automotive space. During her eleven-year tenure at MultiVu, she has successfully managed hundreds of media tours and has effectively directed a multitude of high profile media strategies. Prior to working at MultiVu, Risa spent seven years at Medialink working as an on-site live events producer and a media relations manager. She started her career working at Worldwide Television News (WTN), ABC’s international news bureau, obtaining facilities for domestic and foreign broadcasters covering news events around the globe. Risa has a Teaching English as a Foreign Language (TEFL) degree and taught business English in Portugal and Poland. She later followed up with a brief stint teaching English and ESL at an inner city high school. She is also an active volunteer at JDRF, an organization dedicated to funding type 1 diabetes research. Risa has a B.S. in Communications from Ithaca College, and an M.A in International Education from New York University.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.