Maintaining a good relationship with the press, working on the launch and promotion of new products and services, mitigating problems arising from times of crisis, and safeguarding the image that is conveyed to the public: these are some of the responsibilities of a spokesperson within a company. As the company's official representative, this professional plays an important role in building and maintaining a good representation of the organization. Therefore, any business that wants to maintain a good image must necessarily think strategically about its communications sector and include a spokesperson in its planning. Learn more about who can be a spokesperson within a company below.
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Who can be a spokesperson?
The characteristics of a good spokesperson
Who can be a spokesperson?
Responsible for representing and speaking on behalf of the company, the official spokesperson is often the company's CEO. Accustomed to business dynamics, he or she is the best person to act both in critical moments, such as crises, as well as in the launch of new products/services or presentations of the company at industry events. These activities, inherent to the routine of a professional who holds this type of position, require communication skills, resourcefulness and charisma, which is why CEOs often need to undergo special training so that these skills can be developed or improved.
In situations where it is not possible for the CEO to perform canadian ceo email list this role, a press office professional can take over the activities and become the spokesperson for the business. Accustomed to the dynamics of interviews, dealing with the public and the press, this professional can also represent and assertively work on the organization's communications.
The characteristics of a good spokesperson
Simply knowing the company's issues is not enough to become an efficient spokesperson. In addition to the training that prepares for daily activities, as mentioned above, there are some characteristics that are considered desirable for the professional to be able to perform this role efficiently and consistently. They are:
Always be well informed
Being well informed about everything that happens in the company is essential for a good spokesperson. As the personification of the company's culture for the external public, this professional needs to be prepared for any type of question that may arise, which is why he or she needs to quickly absorb all the information that is of interest to the target audience in order to be able to reproduce it safely and accurately. In times of crisis, this skill is even more important, since the ability to react needs to be immediate so that the damage caused to the organization's image is as minimal as possible.