Saying the Same Thing

When one serves as a press spokesman or press secretary, it does not mean they are the primary representative for their organization. It just means - usually - that they are the person who does most of the speaking on behalf of that which they represent. The primary or principal spokesman is the entity's chief executive officer, president, head honcho, owner or whatever title they may have. The spokesperson, under normal circumstances, is the voice and/or face for their organization. Again, under normal circumstances, the chief officer or president only speaks publically when the topic is significant enough for their personal involvement.

Presently, the United States and other countries are dealing with the coronavirus. Such a "topic" is worthy of the top executive's active involvement. In cases when the welfare of thousands and even millions of people is under threat, people prefer hearing as much as possible directly from the man or women who is in the position of greatest authority. In the case of the United States, it is The President. This is why these days The President is making such great use of social media and making himself available for interviews and press briefings on almost a daily basis. His efforts to communicate directly with citizens are designed to complement the outreach efforts of those that report to him and who are already doing much public speaking. For such outreach to be at its most effective, it is essential what all these folks who, in the case of the spreading virus, are speaking on behalf of the federal government are saying be coordinated. The information and perspectives they share must be in unison.

When whatever the chief officer says is contradicted by a person under him or her, then the validity of that information is immediately suspect. It loses its impact. Who should people believe? Such uncertainty makes the crisis worse. As I write this, there seems to a growing gap between the words of Trump and those that report to him who also are speaking on to the nation. Quick example: It remains unclear when citizens will be able to be tested for the virus. Different people seem to be saying different things. There is nothing wrong with having multiple spokespersons so long as they are saying the same thing.