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Brand Turnaround by Karen Post

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Select the Most Effective Voice for the Brand

When the brand is an individual, such as David Lettermen, there is only one possible spokesperson, unless the person can no longer speak. However, when the brand is a company, nonprofit, or another entity, the spokesperson designated can be crucial to the perception he or she generates as the voice of the brand.

For this reason, it is essential to identify the primary spokesperson, let the person get comfortable with the statement, and drill the person on questions and answers (Q&A). Communicating in the immediate aftermath of a crisis or brand-shaking event is not easy. Spokespersons often have to speak without the benefit of all of the information and facts, and it’s an emotional time. Spokespersons ...

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