Brand spokesperson. It’s a time-honored PR strategy, and for good reason. The right spokesperson can add depth to your message, help tell a story, and confer appealing attributes that the brand may lack or need to amplify.
But borrowing expertise, or sheer glamour, from a third party always carries risks. Just ask Samsung, which suffered embarrassment when director Michael Bay walked off the stage after a teleprompter snafu during the unveiling of a new curved-screen TV at CES. But while the problem there may have been one of preparation over temperament, the most common challenge is typically the choice of spokesperson.
Here are some tips to mitigate risk and maximize the upside of a third-party spokesperson.
Make it credible. If you’re going to link your brand to an external person, there needs to be a credible tie to him or her. The equity of each “brand” needs to mesh so that they are congruent in imagery and “personality.” Market research and “Q” ratings are helpful, but in the case of a celebrity, the reason for the choice should be intuitive not just to marketers and PR people, but to your sister-in-law.
Consider an expert over a celebrity. A celebrity isn’t right for all situations, of course. A credible subject-matter expert may represent your client’s interests with greater authenticity when it comes to earned media interviews. They can also offer an easier and more cost-effective working relationship and are often more motivated to do a better job delivering messages in interviews.
You cannot over-research. Once you have a workable list of candidates, find out everything you can about each of them: their background, credentials, experience, history and particularly any red flags that may be a clue to how a working relationship could fail. Everything is online now, so be thorough!
Spell everything out in the agreement. The odds are, whether the spokesperson is an athlete, author, or a physician, they have a healthy ego. This may be what helps make them a good choice, but take care in working with this type of individual. Do your due diligence, and make sure every detail is spelled out in your legal agreement, down to the specific number of brand mentions. Be sure that your personality is accompanied by a pro to everything they do.
Conduct a message training. It doesn’t matter how experienced your spokesperson is with public speaking or media interviews. S/he cannot possibly master brand messages without formal prep. Build in rehearsals and contingencies, particularly in the case of events and conferences. A dress rehearsal in the actual venue is ideal where possible, even in a forum where there’s a teleprompter, as Samsung’s experience shows.
Have a Plan B and C. Begin by discussing internally what to do in the event of mechanical or human malfunction and have scenarios in place. Consider appointing a company rep to act as back-up spokesperson in case of a last-minute change. At the venue, arrive early, spend time there, meet with the staff and have back-up auto-cue, laptops, thumb drives or whatever it will take – the show must go on!
If all else fails? Have a sense of humor and go with the flow. Unless you’re giving a life-or-death White House briefing, any smart PR or marketing person can make the requisite PR lemonade out of lemons. As a case in point, Samsung’s Joe Stinziano managed to gracefully close out his press briefing, and the whole episode may have even drawn more positive attention to the TV than it would have otherwise received.