Communication and presentation skills combined with appropriate branding can create the message desired, but not always the message received. The right message delivered by the wrong person is damaging and can both offend and distract from the issue or position.
The qualities of a media spokesperson must include charisma, relevance, credibility and above all, one who is appropriate and WANTED by the industry. The latter was not the case for self-appointed spokesman for women’s equality in technology, Vivek Wadhwa. A member of Singularity University, a Silicon Valley and Stanford University think tank, Mr. Wadhwa is being criticized as an un-appointed spokesman for women. According to the Executive Director of Double Union, a women’s studio for creativity in San Francisco, ” Mr. Wadhwa has kept actual, qualified women’s voices from being heard widely in the mainstream media.”
Mr. Wadhwa. Photo courtesy of New York Times
Women have criticized Mr. Wadhwa for, “clumsily articulating our cause.” Using quotes like, “token fluzzies” to describe them, many women take offense to this man being seen as their representative, harming the brand of women in technology and the identity of women executives throughout Silicon Valley. Blaming his poor English for many of his harmful quotes, Mr. Wadhwa is adamant that he only wishes to help women succeed. However, several women who know and have worked with him, including Sarah Szalavitz, the Chief Executive of 7 Robot, feel that while “his intentions are good, his message and his voice are actually damaging women.”
Ms. Sandberg.Photo courtesy of Yahoo News
By contrast, Facebook’s COO Sheryl Sandberg has recently launched a new campaign, based on her book of the same title, “Lean In,” promoting gender equality in ads with NBA and WNBA players. As a woman with an executive position in technology, Ms. Sandberg has all the qualities desired for a good spokesperson on this issue. According to Ms. Sandberg, “Lean In, is focused on encouraging women to pursue their ambitions, and changing the conversation from what we can’t do to what we can do.”
Even before the media training begins to craft the messages and coach the personality, the chosen spokesperson must be compatible with the issue. Spokespeople are not only important in branding the issue, but must be engaging and credible in the eyes of both the public and the sector they represent.
Caution and appropriateness are advised in all forms of media appearances, especially in ones as personal as spokespersoning.