A New Role For Spokesmen

It is time for all who speak on behalf of others to rethink what they do. I am talking about press secretaries, spokesmen, talking heads and whatever other professionals who speak to reporters as representatives of others call themselves these days. Are they shills or are they proponents of public relations? Is their role to take on all comers who question, challenge or criticize the position of their clients or is to build bridges with members of the public, including those might be critical of what it is they are saying? How a spokesman answers that fundamental question determines how they carry out their role.

Based on what we see on television and read in the print media these days, it seems as if the overwhelming number of active spokesmen views themselves as little more than shills. I base this on the tone of their answers to inquires from reporters. These men and women seem no more interested in genuinely connecting with others than a cobra is in taking a mongoose out to lunch. Their comments/responses are far more riddled with zingers directed toward critics and so-called opponents than they are in extending olive branches or acknowledgements of common ground. The obvious result is greater division, increasing frustration on the part of the general public, and further degradation of the role of spokesmen.   

Those on the receiving end of reporters' questions and comments have such a great opportunity to elevate the level of public discourse to a much higher plain. Instead, more often than not, they choose the low-road. Other than perhaps getting a pat on the back from their client, little good comes from such a posture. Instead of doing themselves and those they represent any meaningful good, such persons do harm to all they profess to help. Even worse, it further disenfranchises the general public. When speaking with the press before a sizeable audience, spokesmen need to remember the purpose of public relations: establish and maintain ties. Hold-off on the put-downs or zingers, Instead, be respectful. Acknowledge the common denominators of all positions - and they are there - and then frame your answers as building blocks toward a greater good. Doing so does justice to the issue at-hand as well as to the role of spokesmen.