Public Relations: Why Use a Spokesperson and How to Choose One
With the growing popularity of influencers, I wanted to discuss the use of spokespersons. When you engage an influencer and establish the terms of a contract in which they are to present your product and use specific key messages and terms, you are employing a spokesperson to represent you.
Here are some tips for choosing the right spokesperson:
- Social Influence: Influential spokespersons can have an impact on consumer buying behaviour. Their recommendation or use of a product can positively influence consumers’ attitudes and purchasing decisions, especially those who admire them or aspire to be like them.
For example, think of a celebrity chef endorsing and praising the qualities of Thermomix.
- Differentiation: Using a spokesperson can help differentiate a product from its competitors. When consumers are exposed to numerous similar options, a charismatic or unique spokesperson can capture their attention and motivate them to choose the associated product.
Employing a well-known brand ambassador in the cosmetics and beauty industry can influence consumer choices.
- They are conveying Key Messages: A skilled spokesperson can effectively communicate the key messages of a product. They can utilize their charisma, expertise, or experience to compellingly highlight the product’s features, benefits, or values, which can influence consumer perceptions and attitudes.
For instance, if you are introducing an innovation that has yet to become familiar to the general public, such as a new electric vehicle, using a spokesperson can provide detailed explanations about the hows and whys of the new device.
- Emotional Resonance: Spokespersons can establish an emotional connection with consumers. Their fame, personal story, or personality can evoke positive emotions among consumers, strengthening brand attachment and generating a sense of closeness.
“Mommy bloggers” who share their stories and the products they discover to make a baby’s life more enjoyable have a significant impact on their fans.
- Virality and Sharing: Campaigns with spokespersons are more likely to be shared on social media and go viral. The appeal of the spokesperson can motivate consumers to share advertisements, videos, or messages related to the product, thereby increasing the reach and impact of the campaign.
I recall a public relations campaign where we chose Miss Sushi à la Maison to launch the brand NATREL’s new ice cream mochis. It was a tremendous success because of the high engagement of this influencer’s community. She asked all her fans to share where they found the mochis in stores. The participation was explosive, and the brand sold out!
Yes, using a spokesperson can have numerous advantages, but it is not always necessary. Some products find their consumers more easily through word-of-mouth or by having a public relations agency successfully engage numerous journalists to feature your product to their readers, fans, or listeners.
However, choosing a spokesperson wisely and for the right reasons is crucial. People can sometimes comment or express opinions that contradict your brand values.
Consider the example of the partnership between Kanye West and Adidas, which started successfully but eventually took a negative turn.
If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com
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