Melisa Bleasdale
Tel: (+1) 408 219 1969
Email: superheated.com

A significant part of a company’s image is reliant upon company executives and their representation of the group. It is critical that when speaking on behalf of the company, executives are properly trained in the nuances of message, presentation, media and press tactics, tone and appearance. Many outstanding executives have been undone by their discomfort in addressing the public.

Grooming executives to address press, media, conference audiences, and the general population, is a critical component of overall image management. I assist clients in identifying and developing a diverse mix of company spokespeople who are comfortable with interviews and public speaking. Company spokespeople are coached on press and media tactics - learning to prepare properly, keeping the conversation on topic, facing challenging questions and providing answers without giving too much away. Often sought after for quotes and company insight, executives can make or break a company’s reputation with a one-sentence quip. It is important that they know how to turn sound bytes into business opportunities.

Spokespeople are coached in public speaking, and are taught how to deliver an effective message that meets overall business objectives. Conference training focuses on image, presentation style, approachability, coherence of message and personality. I work with clients to develop a group of speakers known for their expertise, innovative insight and enigmatic presence.

The Visible Team

A strong speaker program and spokesperson roster is comprised of senior executives, top-level managers, program and product managers and engineers. This mix allows for a distinct but unified voice, easily translatable to various events and opportunities. It is essential that all chosen speakers share a commitment to proper company representation. As with messaging, speaker efforts should follow one tone and direction, albeit told from different perspectives. In addition, all company speakers should understand the importance of conference deadlines, speaker invitations, and interview requests.

Ideally, a public relations or marketing representative is present for all interviews, impromptu quotes, appearances and email dialogue. The reality is that press and media are extremely savvy and understand the value of catching company representatives off guard. Remarks can be construed in many ways, and unfortunately it is not the job of the press or media to paint flattering pictures. Whether done unintentionally or with a purpose, quotes taken out of context are a commonplace thing. It is important that your company identify capable spokespeople at all levels of your business, who can deliver a unified message: executive team, product marketing, engineering, sales, financial, and IT among others.

Arrangements

I offer Executive Visibility training as a separate service comprised of public speaking, press and media skills and general spokesperson training. This service can be bundled with efforts such as the speaker program or corporate communications.

Spokesperson coaching is also customizable and can be separated into components such as press and media, conference, or general spokesperson training to meet a company’s immediate needs.

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