Choosing the right spokesperson is crucial, as a spokesperson becomes the key representative of the company. His or her image and the ability to connect with the audience will largely influence the organization’s reputation. According to Dianova, it is essential to choose a person who has authority within the company. A spokesperson does not necessarily have to be the chief, as chiefs have a lot of other duties to fulfill: “Although they may be a great leader, they may not always be the best person to be put in front of the media” (Fisher). However, selecting someone from top management is important. Top managers are usually very familiar with the company and have extensive knowledge of their needs and strategy, which helps them plan media interactions. Also, they have excellent leadership skills, which are also important for choosing a spokesperson (Rhynard).
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Moreover, it is crucial to choose a person who is good at making quick decisions in high-stress situations and can stay calm under pressure (Dianova). Every interaction with the media can prove stressful; however, in case of a crisis, the spokesperson will be under tremendous pressure and will have to handle unpleasant comments and questions. According to Dianova, “Being able to control stress and act calmly while representing your company are key characteristics of the right spokesperson.” Previous experience in public relations is also very beneficial to spokespersons, as it eliminates the need for additional training. As noted by Rhynard, previous media experience can reduce the pressure and help the spokesperson act more effectively in crisis circumstances. Overall, many qualities and abilities have to be taken into account when selecting a perfect spokesperson. However, choosing a person who meets all the requirements can help the company promote efficient interactions with the media and achieve its goals.
Dianova, Yulia. “The Ultimate Guide to Finding the Right Spokesperson.” Axia Public Relations, 2016, Web.
Fisher, Adam. “How to Choose the Right Media Spokesperson.” Media First, 2016, Web.
Rhynard, Paul. “Selecting the Right Spokesperson for Crises.” The Crisis Communicator, 2014, Web.