Speaking: Speaking for Specific Purposes C2 - Lesson 2: Representing Organizations Effectively at an International Level

Speaking: Specific Purposes C2

Representing Organizations at an International Level

What you will learn: At the C2 level, you may be called upon to act as a spokesperson. This requires a masterful blend of linguistic precision, strategic thinking, and high-level cultural intelligence (CQ).

The Three Pillars of International Representation 🏛️

To be an effective representative, you must master three core competencies.

1. Message Discipline

Know the 2-3 key messages your organization wants to convey. Your primary job is to weave these messages into your answers, no matter what questions are asked, using "bridging" techniques.

2. Cultural Intelligence (CQ)

You must have the ability to "read the room" and adapt your communication style (e.g., directness, formality) to the cultural context of your audience.

3. Diplomatic Language

You must use language that is perpetually calm, respectful, and non-confrontational, even when disagreeing or delivering difficult news. Your poise and professionalism reflect on your organization.

Scenario: World Economic Forum Panel 🌍

Imagine a Cambodian CEO, Ms. Lina, is speaking on a panel in Davos. Notice how she handles a challenging question with poise and strategic clarity.

Moderator: "Ms. Lina, thank you. A common criticism of manufacturing in developing nations is the environmental cost. How does your company respond to that?"

Ms. Lina: "Thank you, that's a very important question. I think the notion that economic development and environmental stewardship are mutually exclusive is an outdated one. Our core philosophy is that sustainability is not a cost; it is an investment." (Acknowledges, reframes the debate, and delivers a key message)

Ms. Lina: "For example, our company has invested heavily in water recycling technology. This has not only reduced our environmental impact, but it has also significantly lowered our operational costs. We believe this is the model for the future of manufacturing, not just in Cambodia, but globally." (Uses a case study and positions her company as a thought leader)

Core Mindset & Practice 🎯

💡 The Ambassador Mindset

When you speak at an international level, you are an ambassador for your organization. Every word reflects upon the brand you represent.

• Be Prepared: Know your organization's key messages, values, and policies inside and out.
• Be Consistent: Ensure your message is aligned with your organization's official communications.
• Be Respectful: Show genuine interest in the other speakers and audience members.

🧠 Practice Quiz: Best Strategy Check

You are in a media interview. A journalist asks, "Your competitor just released a new product that is much cheaper than yours. How can you possibly compete?" What is the best response?

A) "Our product is much better, so it's more expensive."
B) "That's a great question about market positioning. While some companies compete on price, our strategy has always been to compete on quality and innovation. For us, the most important thing is..."
C) "I cannot comment on our competitors' pricing strategy."

→ Answer: B. This response "bridges" from a negative question about price to a positive discussion about your company's core values (quality and innovation).

⭐ Your Mission: The "Spokesperson" Challenge

Your mission is to practice the skill of message discipline.

1. Choose an organization you know well (your company, a famous brand, etc.).
2. Imagine a situation (e.g., launching a new product, responding to news).
3. Define THREE key messages you want the public to remember.
4. Role-play a "press briefing." Have a friend act as a journalist and ask you challenging questions. Your goal is to always bridge from their question back to one of your key messages.

Key Vocabulary

• Spokesperson (Noun) | អ្នកនាំពាក្យ
  A person authorized to speak on behalf of an organization.
• Cultural Intelligence (CQ) (Noun) | ភាពវៃឆ្លាតខាងវប្បធម៌
  The ability to relate and work effectively across different cultures.
• Diplomatic (Adjective) | ការទូត
  Having skill in dealing with people in sensitive situations without causing offense.
• Message Discipline (Noun) | សារវិន័យ
  The skill of consistently delivering a core set of messages.