Spokesperson, Designating and Utilizing

Designating Spokespersons

Traditionally, the primary spokesperson for an organization or entity has been the most senior public relations representative or communication specialist. The press secretary for the president of the United States is a prime example of that position. However, since no person can be available at all times, even the primary spokesperson should have a backup in place who is equally adept at handling media requests for information. The primary and backup spokespersons should also trade off on who is the 24-hour emergency contact for the media so someone is always available to respond. Both individuals should have the authority to enact the crisis management plan. Ideally, the plan is enacted and spokespersons are prepared to respond before the media call. Stereotypical judgments that public relations representatives are trained to lie and spin details have deterred media outlets from wanting to quote these primary spokespersons in media coverage of a crisis event. Thus, while the public relations representative or communications specialist will likely be the first point of contact, he or she must work with the crisis management team to develop the core organizational message and then designate and train additional spokespersons to deliver that message.

For large events, and particularly in crises, the chief executive officer (CEO), president, or highest-ranking official of an organization or entity is expected to make a statement and respond to media inquiries. Designating the organizational leader as the primary spokesperson in a crisis demonstrates the seriousness with which an organization or entity is handling a crisis. However, rising to the position of CEO is often not based on an individual's public speaking skills. Although communication is essential in any leadership role, chief executive officers are considered effective if they increase the bottom line, be it through improving product quality, cutting costs, or expertly aligning mergers and acquisitions. Being able to respond quickly and accurately to a barrage of media inquiries in a crisis is rarely part of the job description. Crisis case studies have repeatedly shown that the effectiveness of an organizational leader's crisis communication can alleviate or exacerbate the effects of a crisis. Organizational leaders should therefore have extensive media training.

Additional spokespersons are needed to provide expert information in particular crises. For example, if the crisis involves a product failure, the director of quality control or most senior engineer could potentially answer specific questions as to why the product failed and what procedures are being put in place to ensure a similar crisis does not happen in the future. These subject matter experts can serve as spokespersons by [Page 893]providing detailed information, specific to their area of expertise, while still supporting the core organizational message. However, to do that, these individuals must be part of the crisis management team and be trained to work with the media. In practice, the CEO may present the official statement by the organization in a press conference and then direct media questions toward subject matter experts who can answer questions specific to their department or area of expertise.

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