At one point or another we’ve all sat and marveled at an amazing company spokesperson. You know the type. They get on-camera, or go behind a microphone, and they just look or sound comfortable.

For some, it is without question a natural ability. Surprisingly, however, for many others it’s actually an acquired skill, learned through many hours of practice. After all, do you really think Bill Gates or Jeff Bezos started out as cool, calm and credible company spokespeople?

Anyone who knew them before they were famous can tell you that wasn’t the case. They had to get past their natural tendencies in order to help promote their companies and ensure their visions for the organization were fulfilled.

The same is true for many other corporate executives. They made a conscious effort to learn the skills and techniques to be able to deliver their corporate messages in a way that encouraged others to listen.

In this video, Amendola Communications Media Relations Director Joy DiNaro shares some thoughts on what it takes to be a great company spokesperson/media interview – and how even inexperienced executives can acquire the necessary skills.