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What's in store for this edition:
Who’s your spokesperson? Hopefully it’s not a Gecko.
Spokesperson
Who is the public voice of your business or organization?
They will speak on behalf of your company to the media, partners, and community groups. They should know your business well, come across approachable on camera and stay calm under pressure. With a little training, guidance and practical tips, that person can become your PR spokesperson.
For a small organization, the spokesperson role is to tell your business’s story, protect its reputation and build trust within the community over time. You don’t necessarily need to hold a press conference to be the spokesperson for your business, but you do need to be ready to speak to the press without being unclear or stumbling over your words.
When is a spokesperson needed?
Starting media outreach
Sending out press release
Sending out pitches for interviews
As a crisis situation unfolds, you will need one point person
Actively working on building thought leadership through podcast bookings or speaking panels
How to choose a spokesperson?
When choosing a spokesperson, look for someone who can answer the following questions positively.
Do they actually know the business, the work and the audience best? Usually business owners or senior leaders are the best fit.
Can they communicate clearly and come across approachable on camera and in person?
Can they stay calm under pressure, handle tough questions without being defensive, and are they humble enough to say “I’ll need to check on that” when necessary?
What a spokesperson should keep in mind?
A spokesperson is not just “talking”—they are managing trust, so they need a few guiding principles:
You are always on the record. Assume anything you say can be quoted, clipped, or shared, even in e-mails or “informal” conversations.
Clarity beats cleverness. Most audiences can only remember two or three points, so decide on your key ideas ahead of time and repeat them in simple language.
Consistency matters. Your comments should match what shows up on your website, social channels, and customer communications, so you don’t create confusion or appear dishonest.
Know when not to speak. No speculating or commenting on areas outside their responsibility, and avoid weighing in on hot-button issues that are unrelated to the business’s “core function.” Your opinion can get you in a world of trouble.
Actionable Tips for Interviews or Public Appearances
Before any interview or public appearance prepare 2-3 key messages.
Practice out loud and record yourself. What are your answers to questions you may likely be asked? Sound natural.
Tell short stories and real examples. Stories are ALWAYS more memorable than buzzwords.
Don’t use jargon and acronyms. No one will understand you.
Translate technical details into real people speak.
NEVER EVER LIE! I shouldn’t even need to say this, but don’t do it. Don’t wing it or guess. If you don’t know, say that you’ll find out and follow through.
During a crisis respond quickly, acknowledge what you can, avoid playing the blame game, and be clear what you are doing to fix the issue.
“Good communication is the bridge between confusion and clarity.”
Do this now:
Designate a spokesperson for your organization.
Know the goal of the outcome you want from an upcoming interview.
Practice the interview.
Term to Learn
Brand Ambassador is an influencer who builds a lasting partnership and promotes the brand’s products, services, or values consistently over time. Usually a celebrity or influencer with a following on social media outlets.
FAQ
Q: How can I become a better spokesperson?
A: Practice, practice, practice. Know your key points. You want people to remember the “bottom line”. What sums it all up. You’ll sound confident and focused. Practice out loud in front a camera, with what you’ll be wearing. Have a partner there to help refine your wording, pacing and body language.
Get PR techniques from recent news.
Newsworthy
Lego Pink Cadillac at Las Vegas Grand Prix
The F1 Las Vegas Grand Prix traditional cool-down-car ride has gotten an upgrade to a 2025 pink Lego Cadillac.
Miami Grand Prix featured parade of custom Lego cars, featuring team colors and logos. Las Vegas Grand Prix wanted to get in on the fun Miami brought with their own twist, of using 418,000 bricks and replicating the open-top 1950 Cadillac Fleetwood Sixty Special. Driven by the very cool actor and former NFL player Terry Crews (brand ambassador, not a spokesperson) in this Lego, Cadillac and F1 cross promotion. Lego landed a big mention in an auto magazine.
Notice the details: LEGO, Cadillac, and F1 all got exposure without overt selling. They choose celebrities who naturally amplify fun, not just fame. They included simple, playful props (LEGO cars, giant oversized pink Lego sunglasses) that beg to be filmed and shared.
✍️ Key PR Takeaway: Prioritize smiles over stats. Collaborations are interesting and often picked up by the media.
Who’s been your favorite collab as of late?
Useful PR Resources.
🧰 TOOLKIT
Source of Sources (SOS) Media Queries
One tool that gives you a short list of journalists that are looking for sources, or experts like you, to share their knowledge try subscribing to SOS - Source of Sources.
You’ll get a few emails daily with the requirements the journalist has. This can be helpful for scouting out a story that could fit for your brand, business, or organization.
Important note from the owner: “ONLY REPLY IF YOU ACTUALLY HAVE SOMETHING PRODUCTIVE TO ADD. If you pitch a reporter off-topic even once, and it gets back to me, you’re gone. No exceptions, no appeals.”
Reality check: So, please, please, please ALWAYS follow the directions and requirements from reporters. Do not ever twist the story idea, or stretch it just to make it fit your ideas, otherwise you will get blocked.
Attention Seeker of the Week
River
Meet River, the 4-year-old Golden Retriever. When he’s not out having coffee with his human then he’s going around picking up socks and growling at them. Because we all know how dangerous socks can be. River you are an attention seeker at heart!
How are your PR plans for 2026 coming along? If they haven’t started, what a better time than today.
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
Click to learn more about this week’s sponsor.
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