Dr Marie-Paule Kieny, Director of the Initiative for Vaccine Research, World Health Organisation (from 1.00 onwards)
Having a relevant position, expertise or organisation confers credibility, but it does not guarantee that a spokesperson will succeed in getting their message across. Indeed technical experts need to be especially aware that their content and style must be down to earth and engaging if they are to succeed in reaching the public. Notice how Dr Marie-Paule Kieny’s setting fails to inspire or add to her message. Listen also to what she says: many found her message confusing and unclear, further reinforced by a dry and monotone delivery. Dr Kieny has the added challenge of communicating in a foreign language. But maybe this indicates that even if spokespeople have the right title or expertise, they should only be fielded to the media if they also have the requisite communication capabilities.
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