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Find the best company spokesperson

By Marjorie Comer

What to do if your executive/spokesperson/client isn’t fit to be the face of the organization


Close up on a microphone.As public relations professionals, we’ve worked with a plethora of companies, clients, and spokespeople. Some are perfect spokespeople while others need a few spokesperson training sessions, and then there are the ones that shouldn’t or can’t be the face of the company. 


Finding a spokesperson for your company can be a daunting task, and having a conversation with a spokesperson who truly isn’t the best fit to represent your company is even more difficult. As an outside PR firm, having the conversation with a client about who the best spokesperson is can be easier than having the conversation internally with a superior. So how do you navigate that difficult conversation? 



First, you need to start by finding the right spokesperson for your company’s needs. These tips are very important to consider when selecting your company’s spokesperson. If your executive doesn’t fit these four categories or if people can’t seem to relate to your spokesperson, then you may need to have a serious conversation with that individual. 


Here are some things to consider to assist in that difficult conversation: 


  1. Share videos of spokespeople gone wrong. Consider making a video of the spokesperson talking and compare the two videos. 

  2. Remind your spokesperson that you need someone who is relatable. For example, if they only wear designer clothes, then the average person may not relate to them. 

  3. Explain the difference between the innovator and the integrator. Sometimes, the founder of a company has so much passion and so many ideas that they need to remain the idea or innovator person.

  4. Share possible ramifications if they remain the spokesperson for the company. Sometimes, things like social media can cause negative feedback for a company spokesperson. Know and recognize this can happen and cause issues with the company. 

  5. Be direct. If you aren’t direct, then you can inadvertently cause more problems and issues in the long run. 


These five items are just a few of the reasons you may need to change your spokesperson. The conversation isn’t going to be easy, but it needs to happen to protect your company. Not having the best spokesperson can hurt your company’s reputation and possibly even the spokesperson’s own reputation. If you are interested in spokesperson training or need someone to have that difficult conversation with, Axia is here to assist. 


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marjorie-newClients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.


Photo by Pixabay from Pexels

Topics: PR tips, earned media, news media

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