Spokespersons as First Responders

Everywhere we turn these days we are reading or seeing spokespeople step in front of reporters to make statements about their clients. Sometimes they are there to make an announcement. Sometimes they are there to defend their client. And sometimes they are there to respond to something that has been said or done to, for or against their client. The spokesperson says what they are there to say and then often times is barraged with questions or comments from the press corps. If all goes well, this exchange goes fairly smoothly. If not, it can seem downright hostile. Depending upon the particular spokesperson and how she or he handles these kind of situations, they can walk away looking good or looking bad.

Of course, the spokesperson can also do harm to their client or, on occasion, make their client look good. Because spokespeople represent their client, it is not uncommon for members of the public to judge the client based on their perspective of the spokesperson. Make no mistake. Being a spokesperson is a high wire act. As the face or the voice of a client, one wants to do well and come across in a positive light, of course. But representing a client is not about the spokesperson. It is about the client. The spokesperson is there to share information, field tough and awkward questions, or even take the heat for a client that does not want to do any of those things.

I have served as a spokesperson for multiple years now. I never take any of my interactions with reporters lightly. This is because the slightest misstatement can ultimately lead to serious consequences for myself and my client. Depending upon the topic, misstatements can lead to damaged reputations, lawsuits, the spreading of false or misleading information and loss of income. At the risk of sounding overly dramatic, I view spokespeople - in the world of public relations - as being first responders. It is their job They run toward the questioners. They run toward a hungry press. And often do so when others are running in the opposite direction.