Spokesperson Selection and Preparation

It Is Not Always the CEO

Many organizations default to putting their most senior leader in front of the camera for every media interaction. This is often wrong. The best spokesperson for a given situation depends on three factors: credibility (who does the audience trust on this topic?), availability (who can prepare adequately and be present when needed?), and skill (who communicates most effectively under pressure?).

A CEO speaking about a technical product defect may lack the detailed knowledge to answer tough questions. A junior engineer may have the knowledge but lack the authority to make commitments. The right spokesperson might be a VP of engineering who combines technical credibility with organizational authority. The communications team's job is to match the right person to the right moment — not to default to the org chart.

Spokesperson Archetypes

Different media situations call for different archetypes:

The Authority — a senior leader who speaks with the weight of the organization behind them. Best for: major announcements, crises where organizational commitment must be signaled, and high-stakes negotiations where decision-making power matters.

The Expert — a subject-matter specialist who brings deep knowledge and technical credibility. Best for: scientific or technical stories, regulatory matters, and situations where detailed knowledge is more important than organizational status.

The Practitioner — a frontline professional who can speak from personal experience. Best for: human-interest stories, community engagement, and situations where relatability matters more than authority. A nurse talking about patient care is more compelling than a hospital CEO reading statistics.

The Third Party — an independent voice (an academic, analyst, or satisfied customer) who can validate your position without being seen as self-interested. Best for: controversial topics where your organization's credibility is in question.

The Pre-Interview Preparation Protocol

Every spokesperson should go through a standard preparation protocol before any media interaction:

1. Briefing document. Prepare a one-page document with: the outlet and journalist's background, the likely angle, three key messages, anticipated tough questions with approved responses, and any topics that are off-limits.

2. Practice session. Even five minutes of practice is better than none. Have a colleague ask the three hardest questions you can imagine. Practice bridging from those questions to your key messages.

3. Ground rules. Before the interview begins, confirm the format (live vs. recorded, length, topics), who else is participating, and whether you can review quotes before publication (some outlets allow this, many do not).

4. Debrief. After the interview, immediately debrief with the communications team. What questions were asked? Did you stay on message? Were there surprises? This debrief feeds into preparation for the next interview and helps the team track what journalists are interested in.