Spokesperson Training

1
Spokesperson Training

• Facilitated by
• Celia Alario, PR for People the Planet
• celiaalario_at_gmail.com / 435.259.3955

2
Roadside Assistance From

• Spin Project
• Fenton Communications
• Vicki Post

3
Rules of the Road

• Bring Yourself
• Be Yourself
• Stretch Yourself
• Default to Trust
• Vegas Rules
• yours?

4
Pot Holes to Avoid

• Excessive, distracting hand gestures
• Tapping a foot/pen, swaying or jiggling body
• Pause words (um, uh, like)
• Reiterating the oppositions statements
• Repeating the reporters question
• Letting a hostile question or comment fluster you

5
Assume the Drivers Seat

• Prioritize
• Practice
• Prepare
• Perspective

6
ABCs (Plus FT)

• Acknowledge
• Bridge
• Communicate
• Flagging
• Touch-n-Go

7
Sights Sounds

• It is not a conversation, but use a
  conversational tone
• Find the emotions that fit the situation and use
  them (but be careful--ie articulate your anger,
  dont express it!)
• Add personal inflection
• Speak at a normal volume, stress key points by
  raising your intensity level and pitch, NOT your
  voice
• Watch for up talk

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More Sights Sounds

• Vary the tone, intonation and word emphasis
• Vary the dynamics pitch, speed, volume and
  emphasis (practice phrase Dont you ever dare
  do that to me again and That was fantastic.
  Thank you so much)
• Listen to yourself and get to know what you sound
  like. If you would like to sound a little
  different, practice imitating those voices that
  please you
• Keep expanding your vocal range. The wider your
  range, the more colorful and interesting your
  voice will be

9
Check for Signs

• Elements One Approach
  Problem, Solution, Action
• Claim What You WANT,
  Not Just What You Dont Want
• Relevance
• Shared Values/Public Need
• Universal Appeal

10
Look Both Ways

• Clarity, Consistency, Credibility
• Anecdotes, Metaphors And Stories
• Changing Attitudes And Behaviors
• Barriers Benefits
• What Will Journalists Ask? What Will The
  Opposition Say?
• What Is Your Dream Headline/Photo?
• Messages Vs. Slogans

11
DO try this at home!

• Pitch call practice games
• Call yourself and leave a voicemail
• Write an LTE
• Call into talk radio shows
• Use Smart Memes tools at www.smartmeme.com