Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

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Today, more than ever, every company needs a visible and effective spokesperson to be the “face of the place.” Hired spokespeople can be effective as I discussed in an earlier chapter, but they can't be everywhere and do everything, and they can't fill in for you at investor conferences or other events that require a company official.

You or someone in senior management must be accessible to the press and be comfortable and effective in telling your company story as often as required and often with little notice. Whomever you select for this role will need professional coaching and media training to become an effective advocate of your firm. There are a few “naturals” out there, but they are the exceptions. In my 40 years in this business, ...