What is a spokesperson?
A spokesperson is the person who speaks to the press on behalf of an organization: answering journalists' questions, giving interviews, and guarding the message. At smaller companies the founder or director usually fills the role. What matters is that journalists have one clear, quickly reachable point of contact.
Written by Timon Hendriks · Last updated on 12 July 2026
How it works in practice
The spokesperson is the fixed link between organization and press. Externally he or she answers media questions, gives interviews, and responds during incidents. Internally the spokesperson ensures there are agreements on who says what, that the core message is set, and that colleagues forward press questions instead of improvising their own answers.
In a small business a separate spokesperson is rarely needed, but the discipline is. Agree who speaks to the press, put that name and cell number under every press release, and make sure that person actually picks up. One clear contact who responds fast and consistently is worth more to journalists than a slow communications department.
Example
At a Tulsa maker of charging cabinets, the operations director is the fixed press contact. His name and cell number appear under every press release, and the front desk routes press questions straight to him. When a trade magazine calls on Friday afternoon about a competitor's recall, he gives a considered response within the hour. On Monday the company appears in the article as the expert source.
Common mistake
Appointing nobody and letting whoever picks up the phone answer press questions. That produces contradictory statements and missed chances; journalists give up on organizations without a clear point of contact.
Frequently asked questions
Does a small business need a spokesperson?
Not a separate role, but a clear agreement: one person, usually the founder or director, speaks to the press and is quickly reachable. That clarity matters more than the job title.
What makes someone a good spokesperson?
Responding fast, speaking plainly, holding the core message, and being honest about what you do not know or cannot say. Media training helps, but reachability and consistency weigh heaviest.