Michael Smart, Principal at Michael Smart PR spoke with D S Simon Media‘s Kristina Doytchinova about the importance of having authentic spokespeople that connect with the story you’re trying to pitch. Michael also gave some of his tips and best practices for corporate and non-profit spokespeople.
“For spokespeople to be effectively authentic, they ought to believe in or at least subscribe to the point of the campaign.”
“Authenticity is so key for spokespeople because what’s the value of earned media? It’s that credibility. It’s the extra trust your audience affords us when they know that some gate keeper has decided to put this spokesperson in front of us.”