Imagine the most difficult question a hard-hitting journalist could pose to your most highly trained media spokesperson. Consider how that skilled representative would answer, conveying carefully crafted key messages and talking points to satisfy even the most curious intellect. Ponder the positive news story that could result from such a well-planned interview.
Now consider this: What if the person asking the questions was not a “real” journalist, and the person from your organization being interrogated was not media trained? What kind of training or tools have you provided to help that individual manage your organization’s reputation?
Your organization’s strongest advocates must be able to tell the story in a compelling and memorable way—even if the person on the receiving end is not a reporter. Let’s face it: In today’s hyper-communicating world, anyone who blogs, posts or shares a story in any manner is a journalist, ready to divulge news—good or bad—to anyone who will listen. That means those who represent your organization to the outside world have the opportunity to share or not share your story effectively. Saying the right words at the right time can be as powerful as any advertising campaign.
CREATE AN ARMY OF ADVOCATES
A strong internal communications plan is about more than sending out key messages and creating social media guidelines. It’s about developing solid communication strategies aimed at mission-critical audiences, who are likely to be your biggest supporters.
Think about it. Internal audiences have a stake in the game. By leveraging the same skills and message training instilled in your corporate spokesperson, you create an army of advocates ready to help promote or defend your brand, and be an integral part of overall communications.
IDENTIFY YOUR SOLDIERS
First, consider who could be mobilized within your organization. Look for true believers who are vested in your organization’s success. They could be: sales team and support staff; customer service; employees who deal with vendors; board members; volunteers; key clients or customers; any internal audience who can advocate on behalf of your organization.
Once you’ve identified your army, look for influential leaders to carry the flag and rally the troops. These individuals might be found at the top or among the ranks, but it’s important to get their buy-in early on in the process.
Morale issues exist in most any organization. Don’t waste time looking for converts, at least in the early planning stages. By identifying your strongest players and your weakest links, you may be able to leverage the former to strengthen the latter.
IDENTIFY WEAKNESSES AND OPPORTUNITIES
Create a baseline assessment of existing internal efforts through a communication audit. Conduct surveys, interviews or focus groups to find out what messages your potential army is using now. Probe to find out what’s working and what’s not working when it comes to current messaging.
DRAW UP THE BATTLE PLAN
Engaging supporters can be a powerful strategy in an overall communication plan, but like any strategy, it must serve your business goals. To be recognized as the best in your field, for example, your goal might be to have employees (customers/vendors) who are recognized as advocates for your brand quality. Clearly defined goals become the program’s rallying cry, and strong, measurable, time-specific objectives will help you gauge program impact and make adjustments along the way.
Consider the support you may need from your army. Do you need help…
• Rolling out a new marketing campaign?
• Responding to new or ongoing criticism?
• Announcing a new service?
• Assisting with fundraising efforts?
• Creating excitement about your brand?
Come up with ways these individuals can be tapped as a resource to deliver tactical, ground-level support. Brainstorm with them to find out 1) who they know, and 2) where they might find opportunities to inform or create buzz for your organization.
DON’T JUST TALK, LISTEN
Remember, communication with this group is a two-way street, not a message download. A PR plan that travels in both directions will allow you to fine-tune messages and gain insight on what is really being said and how it’s being received. This internal intelligence may also provide early detection of any potential chinks in your organizational armor.
GIVE THEM THE TOOLS
Even the strongest spokespersons need more than key messages and talking points at their disposal. To be effective, they need access to the same skills and techniques you would provide an on-camera spokesperson. Offering training sessions focused on enhancing presentation skills throughout your organization can help.
The best spokesperson also can back up those key messages. Do you have well-developed yet succinct stories to share among the ranks? How about facts or statistics to counter something controversial? These tools can help your team get the most out of any communication opportunity. Don’t forget to provide ammunition on hot-button issues, in case your army comes under attack, and always engage internal audiences in immediate dialogue on issues that may arise along the way.
Like it or not, our people are already on the front lines of communication, whether they’re employees, vendors or even customers. With or without our help, they are talking about us—possibly on a daily basis, with their friends, colleagues or new acquaintances. Give them the tools, the training and the motivation to do the job well. PRN
[Editor’s Note: This article was adapted from PR News’ Media Training Guidebook, Vol. 4 . Go to www.prnewsonline.com/store/53.html to order this guidebook.]
CONTACT:
This article was written by Sandra Brodnicki and Gigi Westerman, founders of On The Spot Presentation Media Training and Coaching. They can be reached at onthespotpresentation [email protected].