Speaking: Specific Purposes C2 - Lesson 2: Representing Organizations Effectively at an International Level
Welcome back! At the C2 level of communication, you may be called upon to act as a spokesperson1—to represent your company, NGO, or even your country in a high-stakes international setting. This requires a masterful blend of linguistic precision, strategic thinking, and high-level cultural intelligence (CQ)2.
The Three Pillars of International Representation
To be an effective representative, you must master three core competencies.
- 1. Message Discipline
- Before any event, you must 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. This requires using "bridging" techniques to move from the question to your key message.
- 2. Cultural Intelligence
- 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. A style that works in New York may not work in Tokyo.
- 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 directly reflect on your organization.
Key Strategies for High-Stakes Scenarios
Different international settings require different strategies.
- In a Panel Discussion:
- Your goal is to establish your organization as a "thought leader." Don't just talk about your own company. Discuss industry-wide trends and challenges, and then use your organization's work as a specific, positive case study to illustrate your points.
- In a Cross-Cultural Negotiation:
- Your goal is to build a long-term, "win-win" relationship. Focus on discovering the other party's underlying interests rather than just arguing over positions. Frame your proposals as solutions that benefit both sides.
- In a Media Interview:
- Your goal is to deliver your key messages clearly and avoid being misquoted. Prepare your 2-3 key messages and use bridging techniques to return to them, regardless of the journalist's question.
Scenario: A World Economic Forum Panel
Imagine a Cambodian CEO, Ms. Lina, is speaking on a panel in Davos, Switzerland. Listen to how she handles a challenging question, representing her company and country with poise and strategic clarity.
Moderator: "Ms. Lina, thank you for being with us. A common criticism of manufacturing in developing nations is the environmental cost. How does your company, a leader in Cambodian garment manufacturing, respond to that?"
Ms. Lina: "Thank you, that's a very important question. (Acknowledges) I think the notion that economic development and environmental stewardship are mutually exclusive is an outdated one. (Reframes the debate) Our core philosophy is that sustainability is not a cost; it is an investment. (Delivers a key message)
For example, our company has invested heavily in water recycling technology for our factories. This has not only reduced our environmental impact, but it has also significantly lowered our operational costs, making us more competitive. (Uses a case study to prove her point) We believe this is the model for the future of manufacturing, not just in Cambodia, but globally." (Positions her company as a thought leader)
The Ambassador Mindset
When you speak at an international level, you are an ambassador for your organization. Every word you say and every action you take 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. Your professionalism and poise are your most powerful assets.
Practice Quiz: Best Strategy Check
Read the situation and choose the best strategic response for an organizational representative.
You are representing your tech company in a media interview. The journalist asks, "Your main competitor just released a new product that is much cheaper than yours. How can you possibly compete?"
A) "Our product is much better, so it's more expensive."
B) "That's a great question about market positioning. While some companies choose to 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 is the strongest response. It acknowledges the question but skillfully "bridges" away from a negative discussion about price to a positive discussion about your company's core values (quality and innovation).
Your Mission: The "Spokesperson" Press Briefing
Your mission is to practice the skill of message discipline.
- Choose an organization you know well (e.g., your company, a famous brand like Apple, or an NGO like the Red Cross).
- Imagine a situation that requires a public statement (e.g., launching a new product, responding to good/bad news).
- Define your organization's THREE key messages for this situation. What are the three things you want the public to hear and remember?
- Prepare for a "press briefing." Have a friend act as a journalist and ask you challenging questions about the situation.
- Your Goal: No matter what your friend asks, you must practice "bridging" from their question back to one of your three key messages. This trains you to stay on message and represent your organization effectively under pressure.
Vocabulary Glossary
- Spokesperson: (Noun) - Khmer: អ្នកនាំពាក្យ - A person who is authorized to speak on behalf of a group, organization, or government. ↩
- Cultural Intelligence (CQ): (Noun Phrase) - Khmer: ភាពវៃឆ្លាតខាងវប្បធម៌ - The ability to relate and work effectively across different cultures. ↩
- Diplomatic: (Adjective) - Khmer: ការទូត - Having or showing skill in dealing with people in sensitive situations without causing offense. ↩
- Message Discipline: (Noun Phrase) - Khmer: សារវិន័យ - The skill of consistently staying focused on and delivering a core set of messages. ↩
- To represent: (Verb) - Khmer: តំណាង - To act or speak officially for a person, group, or organization. ↩