Take care when choosing a spokesperson

So your company needs to nominate a spokesperson - pretty straightforward decision, don't you think? After all, who are you going to choose, the person with the speech impediment or perhaps someone for whom English is a third language? Maybe an alien from another planet or possibly just someone who doesn't seem to have enough to do in the office and volunteered?

Judging from the type of spokespeople we regularly see and hear on television and radio, someone with all the above would qualify very well, thank you.

Seriously, though, what is it that makes the South African Police Service, for example, choose a moronic-sounding person, who comes across as totally unsympathetic, uncaring and worse barely able to speak English as most of us understand it? As they stumble through their statements, we cringe in anticipation of the next mispronounced word, not to be let down with something like "We is doing all we can to right the very bad situation". We is so relieved to hear this...

And it's not just the SAPS which falls into this category: NGOs, parastatals, local government and, of course, government itself often use incompetent people to announce their most important news.

While researching my new book Surviving the SA Media, I received feedback from electronic media in particular that what they expect in the way of spokespeople is someone who can communicate not just clearly, but knowledgeably, in an engaging way.

Surely each organisation must have at least one person who knows their business really well and has a good enough voice and personality to speak on their behalf. It's almost as though these people are sent out there as a joke - they certainly give me a good laugh anyway.

Government, NGOs, corporate, parastatals - all of you thinking of appointing spokespeople, do yourself a favour and send them on a few courses to at least put over a message correctly. Maybe do something really innovative and hold ‘auditions' for spokespeople. Maybe that new young guy in IT has an amazing voice and appearance, and could be just the image your company needs to portray. Don't think just because someone has a senior position they automatically have to be the one representing your organisation on radio or television. Rather, use the person who can put across what your organisation stands for.

And SAPS and others, if this is incompetence then carry right on doing what you does best - tell her like it is...