In plain English
What does spokesperson mean?
A spokesperson is the person authorized to deliver an organization's official position to media, whether in interviews, press conferences, or written statements. Spokespeople are typically media-trained to stay on message, handle difficult questions, and avoid speculation, particularly during sensitive announcements or crises.
Organizations often designate different spokespeople for different topics, for example a CEO for major strategic news and a technical lead for product-specific questions, ensuring the most credible and knowledgeable voice addresses each type of inquiry.
Example
All media inquiries about the merger were routed to the CFO, the designated spokesperson for financial matters.
Use it well
Three practical tips
- 01
Media-train spokespeople on bridging techniques for handling tough questions.
- 02
Match the spokesperson's expertise to the specific topic being addressed.
- 03
Keep messaging consistent across all designated spokespeople with shared talking points.
Knowledge check
Did it stick?
Why might an organization use different spokespeople for different topics?
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