Getting Your Spokesperson Stage-Ready
The PR Pro's Playbook
As PR professionals, we know that a public speaking engagement isn't just a speaking slot, it's a strategic opportunity. It's a chance to shape perception, build credibility, and deliver key messages directly to your target audience. But getting your spokesperson from the green room to a standing ovation takes more than just good intentions. It takes a proven process.
I've been in the trenches, prepping executives, founders, and subject matter experts for everything from live TV shows to tough media interviews. And I can tell you, the success often hinges on a meticulous, human-centric approach. Here's my go-to checklist for transforming nervous energy into powerful presence:
1. Strategic Alignment - The "Why" Behind the Mic
Before we even think about slides or delivery, we need to nail the strategic foundation. This isn't just about what they'll say, but why they're saying it, and to whom.
Deconstruct the Event: What's the core purpose of this gathering? Is it a high-profile industry conference, a specialized trade show, an internal town hall, or a media briefing? Each demands a different tone and focus.
Audience Deep Dive: Who are we talking to, really? Beyond demographics, what are their existing perceptions, pain points, and desired takeaways? Understanding this lets us tailor the message to resonate deeply.
Define the Win: What's the tangible objective for this appearance? Is it lead generation, reputation enhancement, thought leadership positioning, or crisis mitigation? Every word and gesture should serve this ultimate goal.
2. Message Mastery - Crafting the Effective Narrative
Flawless delivery can't compensate for weak content. Our role is to ensure the message is not just heard, but remembered and acted upon.
The Single Core Message: If the audience walks away with only one idea, what is it? Every point should funnel back to this.
Architect the Story Arc: Does the presentation have a clear, engaging beginning, a logical progression of ideas, and a powerful, actionable close? Think storytelling, not just information dissemination.
Substance Meets Simplicity: How can we translate complex data or nuanced concepts into clear, digestible, and compelling language? Jargon is our enemy unless it's genuinely audience-specific and necessary.
Tight Timing: Precision matters. Does the content fit comfortably within the allocated time, leaving room for a robust Q&A session?
3. Visual & Technical Readiness
In today's hybrid world, visuals and technical flawless are non-negotiable.
Impactful Visuals: Are the slides clean, branded, and visually reinforcing the message without overwhelming it? Avoid text-heavy slides at all costs – they're for the audience, not the speaker to read from.
Consistency Across Platforms: Ensure branding, fonts, and imagery are consistent with your organization's guidelines.
Pre-Flight Tech Check: Confirm presentation format, aspect ratio (always 16:9 for modern displays), embedded media (videos, audio clips), and any interactive elements. Test everything on the actual equipment if possible.
The Unavoidable Backup: Always have a backup copy on a USB drive, cloud storage, and even a printed handout. Murphy's Law applies universally to tech.
4. Rehearsal & Polishing - Building Unshakeable Confidence
This is where preparation truly pays dividends. It's about building muscle memory and transforming anxiety into authentic confidence.
Multi-Stage Rehearsals: Encourage multiple run-throughs. First, solo for flow; then, in front of a small, trusted group for constructive feedback. Record them if possible – self-assessment is powerful.
Mirror Work: Seriously, have them practice in front of a mirror. It's invaluable for self-correction on gestures, facial expressions, and overall stage presence. They'll quickly spot nervous habits or areas where their non-verbal communication isn't matching their message.
Pacing, Pauses, and Projection: Guide them on varying their pace, using strategic pauses for emphasis, and projecting their voice with authority and warmth. Monotone is a PR killer.
Q&A Simulation: Anticipate tough questions. Role-play challenging scenarios. Teach them to bridge back to core messages and handle difficult queries gracefully.
Embracing Body Language: Coach on open postures, purposeful movement, and maintaining eye contact (even if it's with a camera lens).
5. The Final Touches & Nerves Management
Our spokespeople are human, and nerves are natural. It's our job to minimize external stressors and equip them with internal tools.
Breathing for Calm: Teach a simple diaphragmatic breathing technique. A few slow, deep breaths, feeling the belly rise, can significantly reduce adrenaline, steady the voice, and clear the mind right before they step on stage.
Strategic Wardrobe Choices:
Winning Colors: Solid, medium-to-dark tones like blues, grays, forest greens, and maroon generally look best on camera and in person. Jewel tones are often a safe bet.
Colors to Avoid: Steer clear of busy patterns (small stripes, tight checks) as they can create distracting "moire" effects on camera. Pure white can wash out under bright lights, and pure black can sometimes lack definition on screen. Neon or overly bright colors can be distracting.
Logistics Check-in: Confirm precise arrival times, green room location, microphone type (lapel vs. handheld), and any stage directions. Eliminate all unknowns.
Hydration is Key: Ensure water is readily available – dry mouth can undermine even the best delivery.
Find Your Friendly Faces: Advise them to identify one or two smiling, engaged faces in the audience. Focusing on these individuals can make the experience feel more like a genuine conversation, easing nerves and fostering connection.
The Perfect Intro/Outro: Provide the event moderator with a concise, impactful introduction and a clear plan for the closing remarks.
Preparing a spokesperson isn't just a task - it's an art form. By implementing this comprehensive checklist, you're not just ensuring a smooth performance; you're safeguarding your brand's reputation and amplifying your strategic messages.