Spokesperson
An authorized individual who represents and speaks on behalf of an organization to media and public, serving as the primary voice during crises.
Definition
A spokesperson is officially designated to communicate with media and public on behalf of an organization. They receive media training, know key messages, and are authorized to make statements. Organizations may have different spokespersons for different topics or situations.
Why It Matters
Having trained, authorized spokespersons ensures consistent, accurate communication. Unclear spokesperson authority can lead to conflicting statements, legal issues, and reputational damage.
Examples in Practice
The CEO serves as spokesperson for major announcements and crisis situations. A subject matter expert handles technical media inquiries. Marketing leadership speaks about product launches and campaigns.