How To Build A Strong Spokesperson Bench

Building an effective spokesperson bench requires careful planning, strategic talent development, and ongoing training to create a reliable team that can represent your organization across various media opportunities. Organizations need multiple trained voices who can speak confidently on different topics while maintaining consistent messaging. A strong spokesperson program helps companies respond quickly to media requests, share expertise across many channels, and build credibility with key audiences. Creating this capability takes time and resources, but following a structured approach will help establish a sustainable program that serves your communication needs.

Identifying and Selecting Spokesperson Talent

The foundation of a strong spokesperson bench starts with finding the right people within your organization. Look for subject matter experts who demonstrate strong communication abilities and enthusiasm for sharing their knowledge. When evaluating potential spokespersons, consider their technical expertise, presentation skills, and ability to translate complex topics into clear messages.

Start by creating a matrix of key topics your organization needs to address publicly. Map these topics to individuals who have deep knowledge in those areas. Strong candidates often emerge from departments like:

• Research and development teams
• Product management
• Customer service leadership
• Technical specialists
• Senior executives
• Project managers

Beyond expertise, look for people who show natural communication abilities. Strong candidates typically demonstrate:

• Clear speaking style
• Active listening skills
• Quick thinking under pressure
• Authentic personality
• Professional presence
• Willingness to learn and improve

Consider creating different tiers of spokespersons based on topic sensitivity and media importance. Senior executives might handle major announcements and sensitive issues, while technical experts can address detailed product or service questions.

Developing Your Spokesperson Training Program

Once you’ve identified potential spokespersons, implement a structured training program to build their skills and confidence. Start with foundational media training that covers basic interview techniques, message delivery, and handling difficult questions.

Create a training curriculum that includes:

1. Message development workshops

• Practice crafting clear, concise statements
• Understanding key organizational messages
• Developing memorable sound bites
• Adapting messages for different audiences

2. Interview skills training

• Body language and presentation techniques
• Managing nervous energy
• Maintaining control of conversations
• Bridging to key messages

3. Crisis communication preparation

• Responding to negative questions
• Maintaining composure under pressure
• Following crisis protocols
• Protecting confidential information

Regular practice sessions help spokespersons stay sharp and build confidence. Schedule monthly or quarterly mock interviews and provide constructive feedback. Record practice sessions so spokespersons can review their performance and identify areas for improvement.

Creating a Spokesperson Matrix

Organize your spokesperson bench using a clear matrix that matches individuals to specific topics and types of media opportunities. This system helps ensure appropriate coverage and prevents overuse of any single spokesperson.

Your matrix should include:

• Topic areas and subtopics
• Primary spokesperson for each area
• Backup spokespersons
• Geographic coverage
• Language capabilities
• Media type preferences (broadcast, print, social)
• Time zone availability

Review and update the matrix quarterly to reflect personnel changes, new topic areas, and evolving media needs. Share the matrix with your communications team and keep it readily accessible for quick reference during media requests.

Media Profile Development

Each spokesperson needs a detailed media profile that helps both the communications team and journalists understand their expertise and background. These profiles serve as quick reference guides when matching spokespersons to opportunities.

Media profiles should contain:

• Areas of expertise
• Notable accomplishments
• Previous media experience
• Speaking style characteristics
• Preferred topics
• Recent presentations or publications
• Professional background
• Educational credentials
• Languages spoken
• Time zone and availability

Update these profiles regularly to include new accomplishments and speaking engagements. Use them to pitch stories and position your experts for media opportunities.

Managing Speaking Opportunities

Create a systematic approach to assigning and managing speaking opportunities. This helps maintain balance in spokesperson workload and ensures the right expert addresses each opportunity.

Consider these factors when assigning opportunities:

• Topic alignment with expertise
• Speaker availability
• Geographic location
• Previous exposure with the outlet
• Strategic importance of the opportunity
• Speaker rotation goals

Track speaking engagements in a central calendar to monitor spokesperson utilization and maintain balanced exposure across your bench.

Building Diversity in Your Spokesperson Program

A diverse spokesperson bench brings varied perspectives and helps connect with different audiences. Make conscious efforts to include voices from various:

• Departments and roles
• Experience levels
• Cultural backgrounds
• Geographic locations
• Gender identities
• Age groups

Support diverse spokespersons through mentorship programs and specialized training opportunities. Partner with employee resource groups to identify potential spokespersons from underrepresented groups.

Measuring Program Success

Track key metrics to evaluate your spokesperson program’s effectiveness and identify areas for improvement. Focus on both quantitative and qualitative measures.

Key performance indicators might include:

• Number of media appearances
• Message accuracy in coverage
• Spokesperson confidence ratings
• Media feedback scores
• Response time to requests
• Coverage quality assessment
• Audience reach
• Speaking engagement evaluations

Regular assessment helps refine training programs and improve spokesperson performance over time.

Maintaining Program Momentum

Keep your spokesperson bench active and engaged through ongoing development opportunities:

1. Regular training updates

• New message incorporation
• Skill refreshers
• Trend updates
• Technology training

2. Performance feedback

• Post-interview assessments
• Quarterly reviews
• Peer feedback sessions
• Media relation team input

3. Recognition programs

• Internal communications highlighting successes
• Awards for outstanding representation
• Sharing positive media coverage
• Career development opportunities

Conclusion

Building a strong spokesperson bench requires sustained effort and strategic planning. Start by identifying the right talent, provide thorough training, and create systems to manage opportunities effectively. Focus on developing diverse voices who can represent your organization across various topics and channels.

To begin implementing your program:

1. Assess your current spokesperson capabilities
2. Create a detailed training plan
3. Develop your spokesperson matrix
4. Build comprehensive media profiles
5. Establish measurement systems

Remember that building an effective spokesperson bench is an ongoing process that requires regular attention and refinement. Invest time in continuous improvement and support your spokespersons’ development to maintain a strong public voice for your organization.