The ultimate guide to finding the right spokesperson

4 tips for choosing the right person to represent your company

Identifying the right spokesperson for your brand is very important. When your company has special events, announcements or even a crisis, who should represent you? What are the qualifications you should be looking for in the individual who will be the face of your company?

Keep these characteristics in mind for choosing the best spokesperson for your organization:

Choose an individual who has authority within your company.

Your spokesperson should ideally be someone high in the corporate hierarchy. The public wants someone who speaks with authority – someone whose opinions they trust. A well-informed company executive will be able to provide the best answers for your key audiences.

Choose a person with excellent communications skills.

Selecting a spokesperson with excellent communication skills and the right personality is a must. He or she should be able to demonstrate sincerity and transparency when speaking to the media. You want someone who can connect with your stakeholders and who has the ability to offer empathy and an apology, if needed.

Consider the person’s ability to stay calm under pressure and to handle negativity.

In some cases, a spokesperson will have to speak and provide explanations during times of crisis. Being able to control stress and act calm while representing your company are key characteristics of the right spokesperson. Handling negative questions and comments while upholding your company's positive image are important attributes of a truly effective spokesperson.

Select an individual who has previous media relations experience.

You need a person who knows how to represent a company in different scenarios. He or she needs to know the best media channels and the most effective ways to communicate your company message (news conference, public announcement, social media blast, etc.).

Having the right person to represent your company is vital for successful PR and marketing. When choosing your spokesperson, select someone you can trust with your company’s image and future. Axia Public Relations always strives to optimize our clients’ public relations assets. Download our guide for managing your online reputation to begin establishing the right plan of action for your business.

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.