ⓘ Spokesperson


ⓘ Spokesperson

In the present media-sensitive world, many organizations are increasingly likely to employ professionals who have received formal training in journalism, communications, public relations and public affairs in this role in order to ensure that public announcements are made in the most appropriate fashion and through the most appropriate channels to maximize the impact of favorable messages, and to minimize the impact of unfavorable messages. Celebrity spokesmen such as popular local and national sports stars such as Michael Jordan or Bob Uecker or television and film stars such as Beyonce or Michael J. Fox are often chosen as spokespeople for commercial advertising. As of August 2017, Kayleigh McEnany and Michael Tyler DNC spokesman served as spokesmen of the RNC and DNC, respectively.


1. Responsibilities

Unlike an individual giving a personal testimonial, it is the job of a spokesman to faithfully represent and advocate for the organizations positions, even when these conflict with their own opinion. As a result, spokespeople are generally selected from experienced, long-time employees or other people who are known to support the organizations goals.


2. Identity

A corporation may be represented in public by its chief executive officer, chairman, or president, chief financial officer, counsel, or external legal advisor. In addition, on a day-to-day level and for more routine announcements, the job may be delegated to the corporate communications or investor relations departments or equivalents, who will act as spokesmen.

As an example, in the particle physics community, large collaborations of physicists elect one or two spokesmen or leaders of the collaboration. The spokesman in such cases is the lead scientist of the collaboration, not a public speaker. Each collaboration chooses the roles and responsibilities of the spokesman for internal purposes, but typically spokesmen also have defined roles for liaising with the host laboratory and/or funding agencies.