The main responsibility of a spokesperson is to act as a public face for an organization, whether it is a business, a non-profit, or a government agency. A spokesperson’s primary responsibility is to communicate with media outlets such as newspapers and radio stations. A spokesperson may also speak with members of the public who have questions about a company. Spokespeople may also organize events on behalf of a company. Someone with all of the responsibilities of a spokesperson may be referred to as a press secretary, public relations specialist, or public information officer without using that title.
Spokespeople are frequently among the most visible members of a company. The White House spokesperson, for example, is the US press secretary. The press secretary is in charge of daily press briefings and is constantly interacting with the public and the media. Because of this exposure, not only do most members of the press know the name of the United States’ press secretary, but a large portion of the general public does as well.
It’s not uncommon for spokespeople to have a background in journalism. Many organizations prefer that their spokesperson has a basic understanding of how the media works so that they can communicate more effectively with them. Journalists who are tasked with reporting the truth while working for news organizations may struggle to transition into a role where they are only required to put a positive spin on an organization.
A spokesperson may also assist in the scheduling of interviews and meetings with other members of the organization. They can also speak for another member of an organization if that person does not want or is unable to address the media directly. Spokespeople may also be in charge of writing and distributing press releases. Some spokespeople also assist in the planning and participation of public company events, which may require a significant amount of travel.
A degree in communications, public relations, journalism, or a related field is usually required to work as a spokesperson. When hiring spokespeople, companies may look for someone who has worked with the media before, whether as a reporter or in a marketing role. A hiring manager may also look to hire from within to ensure that the new spokesman or spokeswoman has a thorough understanding of the organization.
Today’s spokespersons may be required to use social media as part of their job. Organizations are increasingly using social networking sites to communicate directly with their customers. It also allows businesses to offer unique rewards and incentives to their customers. A spokesman for a fast food chain, for example, may offer discounts and freebies to those who follow the company online.