Choosing the Right Spokesperson
Elainn Gey
Senior Manager
Selecting an effective spokesperson is a strategic decision that influences how stakeholders perceive an organisation. A spokesperson serves as the public face of a company, so careful consideration helps ensure credibility, clarity, and consistency. The following steps help teams prepare before media outreach and engagement.
Assess Alignment With Organisational Identity
A suitable spokesperson reflects the organisation’s values. The individual should project professionalism and convey information in a clear and confident manner. Evaluate how well potential candidates represent the company’s mission, vision, and culture. A spokesperson that demonstrates a clear alignment with the organisation’s values strengthens trust with stakeholders.
Confirm Readiness and Willingness to Engage With Media
Interest in the role is essential. A spokesperson must show genuine willingness to work with journalists. Many organisations default to assigning the CEO, although not all leaders are comfortable with this role. Media interactions require punctuality, composure, and clarity. Reluctance shows during interviews. Therefore, it is important to confirm that the candidate understands these expectations and feels comfortable operating in such high-pressure environments. Readiness also includes the ability to respond to unexpected questions without speculation which comes from sufficient knowledge on the subject matter.
Evaluate Communication Skills With Care
Strong communication skills distinguish effective spokespeople. They should speak concisely and avoid jargon. Assess their listening skills and their ability to interpret a question accurately. A spokesperson should stay focused on key messages and remain calm throughout interviews. If the candidate shows potential but lacks experience, media training can help them prepare for their first appearance. Skills improve as they gain exposure. We always recommend starting with lower-stakes opportunities like email interviews sessions with journalists who follow pre-agreed questions. This builds confidence before they undertake more dynamic formats such as panel discussions or live broadcasts.
Identify and Prepare Subject Matter Experts
Many organisations rely on subject matter experts to provide depth during technical conversations. Expertise alone is not sufficient. The expert must be able to explain complex information in a straightforward manner. Select experts who show curiosity about communications work and who welcome guidance.
Training helps experts succeed. Provide message briefings, mock interviews, and clear explanations of what journalists may seek. Preparation reinforces confidence and improves quality of delivery.
Experts who prefer not to face the media can still contribute by preparing statistics and facts for spokespeople. They can also review talking points for accuracy.
Support Continuous Development
Even highly skilled spokespeople benefit from regular refinement. Periodic media training refreshers help to maintain consistency. Practice sessions before major announcements and presentation training before speaking engagements increase familiarity with content and ease nerves. At Progressive, we always provide feedback after interviews and speaking engagements to help spokespeople review their performance and strengthen future engagements.
Establish Clear Protocols
A structured process helps teams operate smoothly. If multiple spokespeople are available, a spokesperson matrix provides a valuable reference for internal communications teams and PR agencies when assigning individuals to media opportunities. Clear guidelines reduce confusion and support stronger coordination.
Considerations for Crisis Communications
Crisis situations require a different level of preparedness. The spokesperson must be able to communicate with accuracy and composure during periods of heightened scrutiny. The individual selected as a spokesperson in a crisis must understand legal boundaries, demonstrate empathy when appropriate, and respond with clarity while avoiding speculation.
Preparation is essential. Crisis protocols should outline who speaks, what approval processes apply, and how information flows between internal teams and agency partners. Both in-house teams and agencies must coordinate closely to ensure that messages remain consistent across all channels. Regular crisis drills and scenario planning help reinforce readiness. If you are only selecting and training a spokesperson after a crisis hits, it is too late. These exercises allow spokespeople to practice under pressure and improve their ability to deliver information in a controlled and responsible manner.
In Conclusion
A thoughtful selection process yields spokespeople who represent an organisation with clarity and credibility. Strong preparation and steady support help these individuals communicate with assurance and accuracy. Investing in finding and training the right spokespeople enhances trust and strengthens relationships with media audiences.