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CEO Thought Leadership Series from Trade Show

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4 Reasons YOU Should Use Internal Spokespeople

Tameeka Henry has a cool job at D S Simon Media. She gets to watch TV…a lot! What she’s actually watching is thousands of television and online media interviews we’ve booked for our clients. Some use their own spokespeople, from the CEO to their kid reporter. Others rely on third-party spokespeople. What are the pros and cons of each? Tameeka offers some key takeaways in this short video.

4 Reasons:

  • Authenticity – the interviews flow better because the internal spokesperson will naturally be more enthusiastic. Also, gives the story more credibility because its coming directly from the source.
  • Knowledge – an internal spokesperson is more knowledgeable about the brand and can often answer questions in greater depth as well as provide valuable local information that a third-party spokesperson might not have been privy to
  • Exclusivity – an internal spokesperson only represents your brand whereas an external spokesperson could be working with multiple brands at once.
  • Control/ Less of a Hassle – Aside from allowing employees the opportunity to shine for all their hard work hiring an internal spokesperson allows more control of the campaign from beginning to the end.

Transcript:

  1. Authenticity – the interviews flow better because the internal spokesperson will naturally be more enthusiastic. Also, gives the story more credibility because its coming directly from the source. No disclaimer needed doesn’t seem like an ad and creates a more newsworthy story

 

  1. Knowledge – an internal spokesperson is more knowledgeable about the brand and can often answer questions in greater depth as well as provide valuable local information that a third-party spokesperson might not have been privy to.

 

  1. Exclusivity – an internal spokesperson only represents your brand whereas an external spokesperson could be working with multiple brands at once. If a third-party spokesperson becomes a brand staple and they decide to work with a competitor in the future, you don’t have control over that.

 

  1. Control/ Less of a Hassle – Aside from allowing employees the opportunity to shine for all their hard work hiring an internal spokesperson allows more control of the campaign from beginning to the end.
    1. Does their popularity match their performance?
    2. Won’t have to worry as much about missing messaging.
    3. Have control over exposure- sometimes third party spokespeople have a limit in their contracts that requires a campaign to stop using their likeness after a certain time so that it doesn’t conflict with other opportunities that may or may not conflict
    4. Easier to swap someone internally than a contracted spokesperson.
    5. Cost less to media train an employee than hire a third-party spokesperson
    6. working with celebrities can be exciting so much so that the anchor can forget why they’re interviewing them. Unless you are dealing with a seasoned spokesperson the interview can take a turn that you didn’t sign up for lacking focus and precious brand mention time