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CEO Thought Leadership Series from Trade Show

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SPOKEies™ University with Olga Gonzalez

Doug Simon, founder of The SPOKEies™ and influencer marketing firm D S Simon Media caught up with Olga Gonzalez, CEO of Pietra PR and President of PRSA New York at the Pietra PR offices. Olga offered her insight on how to be an effective spokesperson and the value of using an in-house expert.

 

Key Quotes: 

“One of the keys to being a great spokesperson is actually to be the great teacher, to be someone who is knowledgeable and knows their research, knows how to ask the right questions, is engaged, but is also inspiring.”

“If you’re an in-house person, you know the brand in and out. You’re not compromised by working with other brands, per se. And you bring another perspective, because you’ve worked very intimately with that product, with that team,”

 

INTERVIEW TRANSCRIPT 

DOUG SIMON: You have some great awareness about what are some best practices for spokespeople to be effective representing organizations. Can you share some of those?

OLGA GONZALEZ: Oh, absolutely. I think one of the keys to being a great spokesperson is actually to be the great teacher, to be someone who is knowledgeable and knows their research, knows how to ask the right questions, is engaged, but is also inspiring to those that they’re speaking to in order to get engagement from those that they’re discussing their brand and their products to.

DOUG SIMON: Yeah and coming from that perspective, as a teacher, that would also help identify different story angles and needs that are to be communicated. How important is it to craft a story to allow a spokesperson to be effective?

OLGA GONZALEZ: Oh, it’s absolutely the most key points. And I think it’s also great if you have a spokesperson that’s already incredibly passionate about that product. So if they come with a story, or a background, or some sort of a connection to what they’re talking about, that’s key. I mean, people really know whether or not someone is engaged or excited about something. And I think in order to help you craft a better story, it’s also good to have someone who has that connection.

DOUG SIMON: You touched on authenticity and trust there, which is so important. Interestingly, in a survey that we did of brand communicators, we found that they were more than twice as likely to be satisfied with the ability to earn media of internal spokespeople compared with third-party experts. Do you think the authenticity factor plays a role in that?

OLGA GONZALEZ: Oh, absolutely. If you’re an in-house person, you know the brand in and out. You’re not compromised by working with other brands, per se. And you really– you bring another perspective, because you’ve worked very intimately with that product, with that team. It’s just completely different. It’s someone who knows the product and the team like family.

DOUG SIMON: Great. And now, fortunately, for the first time, they’ll be able to be honored, the best of them. And we’re excited to have you as part of it.

OLGA GONZALEZ: Oh, thank you for having me. I’m absolutely honored to be a part of it. Very, very excited for The SPOKEies™.

DOUG SIMON: Cool. Thanks so much.