Not all spokespeople are created equal

The voice of your brand should be accessible, pithy, and cool under fire. If your CEO doesn’t have those attributes, look to someone else.

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The right representative can enhance an organization’s image and reputation by providing a face to the company, humanizing the brand, and demonstrating the depth and strength of leadership.

This decision should not be taken lightly. For most brands, there is not a “one size fits all” model, and choosing the ideal spokesperson means first making a thorough examination of your organization’s needs:

How often is your organization seeking media opportunities or addressing the press? If quite frequently, choose one or a few individuals whose schedule permits a short interview turnaround.

What is your media strategy? An organization’s public relations plan can have multiple objectives. Are you seeking to build a reputation as a thought leader? Could your brand benefit from seeming more approachable or in touch with its target audience? Is your primary goal to address controversial topics or tie in to spot news? Is your outreach focused on a particular region?

Each of these examples involves very different media conversations. Given that the content and tone differs with each message, an organization balancing multiple media strategies might benefit the most from having several spokespeople that are ultimately coordinated and chosen by a central communications manager.

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