The prospect of being interviewed by a reporter creates anxiety for even the most confident professional tasked with serving as an organization’s voice in media communication. Training helps increase the likelihood that this spokesperson will convey an organization’s key messages clearly and in a way that is tailored to the journalist’s needs. Understanding the three roles of the spokesperson (expert, educator, and salesperson) is the first and most important component of this training.

As the person to be interviewed, the designated spokesperson is the one with whom the reporter wants to talk about an issue at a given time. The spokesperson has the necessary knowledge and perspective. The reporter considers the spokesperson to be an expert.

As an educator, the spokesperson offers information to a reporter so that he or she emerges with a clearer understanding of the subject. Reporters vary in journalistic experience and subject matter knowledge. Even the most experienced reporter doesn’t know everything. An effective spokesperson has information that the reporter does not, particularly regarding company activities and industry trends. As an educator, the spokesperson acknowledges the reporter’s expertise and crafts the content and delivery of her commentary accordingly. The main challenge here is for the spokesperson to share information without appearing condescending or arrogant.

Finally, the spokesperson is a seller of the organization, cause, product and/or service. Public relations and other professionals approach reporters with story ideas because they see the media as a powerful medium for communicating what their organizations have to offer to current or potential stakeholders. To do this, the role of “salesperson spokesperson” demands an enthusiastic and energetic communication style.

However, it is imperative to recognize that reporters do not want to be sold to, as a salesperson might be trying to persuade a prospective client of the merits of a product. Their goal is to write stories that interest readers, viewers, listeners, and other media consumers. The purpose of a reporter is to serve this audience, NOT to do a commercial for a company. That is why the salesperson role ranks third, after the expert and educator. In short, the most effective organizational spokespersons mute their marketing and sales orientation when speaking to reporters. They highlight what the interview topic means to the reporter’s audiences and avoid a treatise on why your company’s offerings are the best.

In short, the spokesperson’s goal is to provide useful information that meets the needs of the reporter and communicates an organization’s key messages. It is true that it is a challenge to balance these tasks while fulfilling the three identified roles. However, it is invaluable in the long run for building productive media relationships that, in turn, serve broader marketing and organizational goals.