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Crisis Communications: The Definitive Guide to Managing the Message by Steven Fink

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8

Spokespersons

Who is the right spokesperson for a crisis like yours?

Be careful how you answer. Otherwise sound crisis communications strategies have been badly compromised, if not fatally wounded, by having the wrong person out front of a crisis.

As a general rule, your spokesperson should be someone who:

Image Is credible (people believe her)

Image Is cogent and understandable (can speak in simple, declarative sentences; can explain complex events and terminology in everyday language; avoids “corporate speak”)

Is compassionate (where called for)

Is ...

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