The representative for the operations that will make the statements is important from multiple perspectives. Partly, and obviously, because he or she needs to be able to clarify and to carry the message in a good way. To know the matter well enough to immerse themself when questioned and still stay on message, to not be led astray.
But there is also a signal value in the person. Are they young or old? What kind of experience colors the message? Is it a man or a woman? The spokesperson backs the story up, gives the quotes in published materials and immerse information and comments in contacts with media. It’s great for you to have a “fixed list” with names on whom in your organization that is the appointed spokesperson for different matters, and that also have had some training in interacting with the media. Of course, the need for such a list depends on the size of your organization.
Regardless if you have such a list or if you work more ad hoc, the spokesperson needs to get coaching before the actual interaction happens. Prepare and help them out with questions, message support and wording before publishing or launching. The more anticipated, and sometimes off hand or outright tough, questions you can prepare them with the better. Because all the better prepared they will be. Of course, without scaring the living shit out of them. The questions you ask need to be relevant and not designed to frighten the spokesperson. Remember, most people (and this goes for managers and officials as well!) are nervous about meeting the media. You don’t want to adversely affect them from media contacts. You want them to be secure and safe.
In the contexts I have worked, we have used spokespersons that know the matter the best – a manager or a specialist of the question at hand. The other way of doing it is to use a designed and educated press-spokesperson. Often a Press Officer, that catered to all incoming questions, no matter the field. I know large operations that have used this method successfully. This method, however, requires a certain organization and setup for the method to work.
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