A spokesperson is someone designated to speak on behalf of an organization to the media and the public. They must faithfully represent the organization's positions, even when those differ from their personal opinion, and are typically the person quoted in coverage.
A spokesperson, spokesman or spokeswoman is someone engaged or elected to speak on behalf of others, as Wikipedia puts it. The role exists so that public announcements go out through the most appropriate channel, in a consistent voice, rather than through whoever happens to be asked first. Spokespersons often have training in journalism, communications or public relations, though the role can also fall to a CEO, founder or subject-matter expert.
The defining constraint of the role is that a spokesperson represents the organization, not themselves. Wikipedia is explicit that spokespersons must faithfully represent and advocate for the organization's positions, even when these conflict with their own opinion. This is different from an employee simply answering a question in a personal capacity.
Choosing a spokesperson matters as much as choosing what to say. The person should be credible on the topic, comfortable under questioning, and available when news breaks, since a spokesperson who cannot be reached during a crisis undermines the whole plan. Media training typically prepares spokespeople to stay on message and handle difficult questions without becoming defensive.
How to: 1) Name a primary spokesperson for routine announcements, and a crisis spokesperson if different. 2) Confirm they can commit time during news cycles, including outside normal hours if needed. 3) Give them key messages and media training before they face reporters. 4) Make sure their contact details are current wherever the press contact is listed. 5) Debrief after major interviews to improve future performance.
QUESTIONS
What is a spokesperson?
A spokesperson is a person designated to speak publicly on behalf of an organization or group, representing its official positions to the media rather than expressing personal views.
Can a spokesperson share their own opinion?
No, not while acting in that role. A spokesperson is expected to represent the organization's position faithfully, even if it differs from what they personally think, which is what distinguishes the role from ordinary employee comment.
Is a press secretary the same as a spokesperson?
They are closely related roles, with press secretary typically referring to a spokesperson role inside government or a similarly formal office. In most organizations, 'spokesperson' is the general term.
Does an organization need more than one spokesperson?
Many do: a routine spokesperson for everyday announcements and a separate, senior spokesperson for a crisis, since crisis communication often requires more authority and availability than day-to-day media relations.
SOURCES
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