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Spokesperson Training
The effective messenger understands the old Will Rogers adage:
While competency is the decisive variable in low stress situations, caring and empathy are the most critical qualities for trust in high concern situations. Risk Communication research shows that, especially in high stress situations, people will judge the messenger before they will attend to the message.
Research and experience clearly show that one of the most important keys to successful communication in high concern situations is an organization’s ability to establish, maintain and increase trust and credibility with crucial stakeholders. Stakeholders include employees, regulatory agencies, citizen groups, the media, and the public.
Messengers are judged primarily on trust. When people trust the messenger, their concerns become less threatening and more acceptable; when the messenger is distrusted those concerns become more threatening and less acceptable.
Science, research, and experience shows that the trustworthiness of messengers is based largely on a set of variables that we apply to our spokesperson selection and training process. Our comprehensive approach evaluates every detail – from the message itself to the responses and mannerisms of the messenger – so you’ll be ready for any forum or media outlet.
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What People Say About the Center
We help you see the world differently, discover opportunities you may never have imagined and achieve results that bridge what is with what can be.
…[Center for Risk Communication] clearly demonstrated that continuous improvement through pro-active communication strategies and communication creative thinking out of the box are important driving forces in the NAVSUP claimancy.
GK
NAVSUP"Dr. Covello is a master of communication … many would say he 'wrote the book on high-risk communication.' His principles and techniques are essential for all interactions, personal and professional, in which trust may be compromised."
Scott Williams
CEO, Throughline"When I advised my leaders on high-concern issues, they noted my opinions. But when I explained what the communication research demonstrated, they listened closely virtually every time. This material will make you a better adviser."
