4 fundamental ethical requirements your spokesperson can’t ignore

How to find the right spokesperson without compromising the ethical standards of your company

One important decision your company will make is choosing who will serve as its spokesperson. Selecting the right spokesperson to represent your business isn’t easy. This person has to satisfy many professional and personal requirements to be the right fit for your company. On top of having high professional standards, your chosen candidate should comply with ethical standards. Here are four principles of ethics that every spokesperson should follow.

1. Provide accurate information about your company. You trust your spokesperson to communicate your company’s message. He or she must share that information with the public regardless of his or her personal opinion about it. Your spokesperson should provide the most accurate information when acting as a source for the media.

2. Demonstrate professional integrity. Your spokesperson is expected to demonstrate integrity in all his or her professional and personal actions. Your company’s image depends on the honesty and professionalism of the person who represents it.

3. Stay composed and positive. Your company’s spokesperson should project a positive attitude and image, even under less-than-ideal circumstances. If your spokesperson loses his or her temper or reveals any signs of panic, your key audience will feed from it. It may spread on social media and become catastrophic for your company image.

4. Keep all information confidential. You will share a great deal of confidential information about your company with your spokesperson. He or she should keep this information confidential as long as your mutual agreement requires it.

Your company’s reputation depends upon the professionalism, integrity and skills of the spokesperson you hire. Axia Public Relations offers media training to prepare your company’s spokesperson for communicating through a crisis. Contact Axia or watch their free webinar, which provides professional advice and tips for speaking to the media in many types of scenarios.

Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further their growth and reach their goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge. Yulia has worked for Axia Public Relations since July 2015. Learn more about Yulia Dianova. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.

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