Spokesperson

A spokesperson is someone engaged or elected to speak on behalf of others, e.g. on behalf of an individual or an organisation.

Today, many corporations elect to employ professionals for the spokesperson role instead of letting that duty fall on the shoulders of the CEO, president, board members or similar. Many dedicated spokespeople for corporations and other large organisations have a background in journalism, public relations or public affairs and are skilled in dealing with media and the public.

More than a mere broadcaster of information, a spokesperson will typically be deeply involved in the tailoring and timing of public messages, and also select the most optimal channels to maximize the desired impact. A skilled spokesperson will be able to maximize the impact of beneficial messages and occurrences as well as limiting the impact of unfavourable messages and events.

It is not uncommon for spokespeople to work closely with corporate legal council to ensure that all messages put forward by the organisation follows applicable law, e.g. when a public company releases information that has the potential to impact share price.

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