Practice

Spokesperson

spokesman · spokeswoman · media contact

Definition

Spokesperson is the named person allowed to speak for the organization to the press. One crisis, one voice, unless you have a reason. Reporters will still call other people. Brief those people to route, not to freelance policy.

A spokesperson without media training is a leak with a title.

How it works

Publish the press contact on the newsroom. Decide in advance who speaks on finance, safety, and product. Record who went on the record. Do not hide behind “spokesperson said” when a named executive would be more honest — and vice versa when the law requires a careful voice.

Worked example

During an outage the VP ops is the spokesperson; the CEO is available for one evening show if asked. A well-meaning engineer on Reddit is not the spokesperson, even if they are right.

How it differs

Media training prepares them. Talking points arm them. On the record is how they speak. A pitch offers them.

Common errors

Five spokespeople with five numbers. Ghost spokespeople who cannot be produced. Calling an intern “media relations” and giving them live TV.

Sources