Crisis Communications: The Definitive Guide to Managing the Message

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:

Is credible (people believe her)

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 ...