Many organizations struggle with the idea of a identifying and preparing a company spokesperson. For some companies, there is a clear spokesperson that naturally assumes the role, enjoys it, and is good at it. However, for many organizations the spokesperson is not identified until an event, such as a crisis, forces someone into the role. Unfortunately, this scenario does not position the company or its spokesperson for success as the individual who assumes the role may not be prepared and may not be the best candidate to adequately address external-facing matters.

As a best practice, organizations that engage in media relations, face potential crises, or have external audiences with which they are communicating should have a designated spokesperson (or spokespersons) that responds to inquiries and thoughtfully represents the company. This individual will be the person who engages with media, is quoted in press materials, and serves as an extension of the company’s brand and image, both internally and externally.

By identifying a spokesperson(s) in advance an organization can ensure the most qualified individuals are selected and trained. Though most employees are immersed in the company, its goals, and values, being a spokesperson is not easy and not everyone is suited for the role. Spokespeople need to be credible, personable, and convincing and they need to be well-informed about the organization. Even those who are need training and guidance along the way.

The Inherent Value of a Spokesperson

A spokesperson helps provide a human extension of an organization and its brand, which makes a company more relatable and trusted. This human extension of a brand enables target audiences to begin forming a connection with the spokesperson and the brand/company, establishing credibility with the public, media and company stakeholders.

Having a spokesperson will position companies to respond quickly to media inquiries and not leave a void that competitors can leverage to build their own awareness at opportune times. And better yet, organizations can proactively position spokespeople with media (or through speaking opportunities and events) to build the company’s brand and reputation.

Furthermore, journalists are searching for quotable spokespersons about a wide range of industry topics to be included in their stories. Journalists are hungry for sources and compelling content – and spokespersons can provide both, while driving coverage for a company’s brand.

For these reasons, we recommend our clients have a spokesperson (or persons) identified and trained to interface with the public and press. We work with each company to determine which individuals are best suited for the responsibility in terms of industry expertise and experience. We also recommend clearly defining roles and responsibilities. For example, given the dynamics of an organization and target audiences, how many spokespersons make sense and what are the areas of focus/expertise for each?

Below are two blog posts we have published on this topic:

• From Startup Founder to Spokesperson: Tips For Success
• The Great Debate: Know Your Spokesperson’s Strengths and Weaknesses