In my experience, many businesses simply assume that whoever is in charge is their spokesperson, but sometimes this is a mistake. The person who represents your organization shouldn’t be chosen by default, but should rather be mindfully considered and actively selected.
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This process should take place far in advance of any communications crisis that would require a spokesperson to serve in that capacity. Finding the right spokesperson for your organization can be straightforward, but only if approached proactively according to the following best practices.
Why choosing the right spokesperson is important
Many bad things can happen to organizations that choose the wrong spokesperson. Let’s consider one of the possible scenarios: your representative goes on television and says something unclear that others misconstrue. Suddenly their comments are being interpreted in a negative light, getting picked up by other outlets, and being replayed countless times worldwide. Your team’s reputation takes hit after hit.
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This is just one example. So how can you ensure your organization has the best, most effective spokesperson?
Above all, personality is important. You and your team should look for the personality traits that align with an effective public representative.
The right spokesperson has emotional intelligence
First, the right person to be your spokesperson should have a high level of emotional intelligence and be nonreactive, even in the face of considerable provocation. That’s because a situation could emerge in which they face such provocation while cameras are rolling.