A spokesperson is a professional who represents an organization in the media. He or she is responsible for communication on corporate issues with external stakeholders such as journalists, customers, the public, investors, or community members. Typically, a spokesperson delivers a statement and answers questions at times of crisis or controversy—for example, in a press conference or in an interview with a journalist. Spokespersons also appear in corporate advertising, at investors meetings, or at community meetings. This entry further defines the role of a spokesperson and discusses the attributes and characteristics of spokespersons that may facilitate or hinder their ability to be persuasive.

A spokesperson serves as the voice of the organization, and as such, he or she embodies the organization. A spokesperson may give the organization ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles