Spokespersons in an increasingly complex world are endangered species, as they require sharpened communication skills to remain relevant and serve their roles effectively, Chairman of Blueprint Newspaper and We FM, Alhaji Mohammed Idris, has said.
Addressing the launch of the book, “How To Be An Effective Spokesperson” authored by Mr James Sani Swam, in Kaduna on Saturday, Alhaji Idris, who was the Chief Host of the occasion, said spokespersons need to do things differently to achieve their goal and give their principals or their organisations good image.
“Spokespersons need to work very hard to achieve performance in an increasingly complex world. A spokesperson must sharpen his communications skills to remain relevant.
“Spokespeople are most critical profession who require to think on their feet and out of the box to anticipate, plan and project in a manner that fits every decision. Today in the 21 century, the value of communications lies squarely on effective spokes people.
“The value of executive are often measured by their spokespersons. Spokespersons uses network of connections especially in mass media to get information for the overall interest of all.
“I commend Mr Swam for his hard work and urge his colleagues to follow suit. We need to be up and doing. We need experience and knowledge that can serve as guide,” he said.
Chairman of the occasion, Prof. Mohammed Bashir Ali, of Kaduna State University, said the title of the book combined two key points, effective and spokesperson.
According to him, “Our leaders, politicians, chief executives should buy this book. We often believe that everybody can be a spokesperson which is wrong. A good spokespersons should be trained, up and doing, conversant, understand the situation at hand and constantly updating knowledge.”
President National Institute of Public Relations (NIPR) and ex-Director General Media and Communication to former governor Ahmed Makarfi of Kaduna state, Malam Mukhtar Sirajo, commended the author for doing what they cannot do.
“I feel good for him because we need to share our experience. The business of spokesperson has really evolved its no longer what it used to be,” he said.
Author of the book and spokesman to former deputy governor Amb. Nuhu Audu Bajoga of Kaduna state, Mr James Sani Swam said it took him five years to write the book based on his experience in Government House.
“Main thrust of the book is to enhance the skill of practitioners. The technique enumerated in the book can be applied in public and private sector. 25% of proceeds of the book would go to sponsor education of incident I my community,” Swam, who is Secretary of NIPR Kaduna state chapter, said.