About the spokesperson

A spokesperson is essential for effective PR. But who should take on this role? And is it wise to bring multiple people forward? This article answers common questions about spokespersons and offers practical tips for your company.

For smaller organizations, SMBs, startups, and scale-ups, it is advisable to choose a single spokesperson. This person, often a member of the management team, founder, or director, is responsible for the organization's direction and can discuss operational matters. He or she knows the sector well and can respond adequately to media inquiries.

1. Recognizability: Visibility in media revolves around recognizability. Brands and founders often form pairs in our minds, like Bill Gates and Microsoft.
2. Business goals: Visibility of a brand contributes to business goals. Addressing the media is therefore in the interest of the company.
3. Cost savings: By appointing a single spokesperson, you save on the costs of media training.
4. Experience building: Allowing one person to gain experience with the press results in the most effective learning curve. Blunders become learning opportunities and chances for development.

If the issue is particularly complex, you might consider choosing an expert from the field for a media appearance. However, as a CEO, founder, or director, you should have enough knowledge to talk about your company. It is problematic if you have to pass the responsibility to someone else because this indicates that you do not know enough about your own business.

If you are reading this and you think: "But when I asked Timon a technical question during our demo, he replied that he would consult with the developer," then that makes sense. Although Timon, as the director, knows almost everything about Presscloud's business, IT is a different field. A full-stack developer (hopefully) knows more about IT than the company's director, so for a complex or specific question, it can be beneficial to provide a well-informed answer after consultation, rather than giving an immediate vague or incorrect response.

In the same way, a tech startup might appoint the CTO as the spokesperson for technical interviews. However, for general company updates and strategic vision, it is better for the CEO to take on this role. This ensures communication remains consistent and clear, contributing to a stronger company image.

Choosing the right spokesperson is crucial for effective media relations. A single spokesperson ensures recognizability, saves costs, and builds experience. Consider bringing an expert forward only if it is absolutely necessary. With this approach, you build a stronger and more consistent brand in the media. Do you have questions or need help choosing a spokesperson? Presscloud is ready to help you!