The Overlooked Element

Perhaps the primary purpose of the organizational spokesman is to inform the public about some aspect of their client. Whether the information is benign or significant, it is a matter of passing it along to an external audience in a manner that will be favorably received and, as an off-shoot, help those same receivers of the message feel more favorably toward the client or organization. As part of that first element, generating or, at least, maintaining positive support is another key element of the spokesman's job. Make no mistake, these two components are important. There is, however, a third piece of the spokesman's job that is often overshadowed by those first two.

This third element can be summed up in one word: education. There are times when a particlar organization possesses insight or information for the public good that needs to be shared. It is not a matter of promoting themselves or looking to generate positive coverage in the local press. The information is a matter of public interest and, as a resut, overrides the publicity needs or goals of any organization. Before giving an example of this, it is important to note this reality does not usually apply to every organization. Primarily, it pertains to those whose purpose it is to supply a service of some sort to the public. Hospitals, law enforcement agencies and even the government are examples.

A specific example of this is the danger of consuming too much alcohol and then attempting to drive. It is in the public interest to be educated on the impact alcohol can have on their ability to safely drive a vehicle. Such information is of public interest. Passing it along represents a public service that is beyond any effort by an organization to promote itself or put forth talking points designed to garner greater support or enhance an image. While taking such a step to educate the public about something it should know may generate a positive reaction toward the messenger, it is far from the primary purpose. It is a matter of education for the sake of education. The organizational spokesman can play a key role in helping identify opportunities to provide such a useful service.