Often in the media, we encounter a spokesperson who speaks on behalf of a company or organization during press conferences and answers journalists’ questions. In reality, however, their responsibilities are much broader. What benefits can hiring a spokesperson bring to a company?
What does a spokesperson do?
A person in this position should definitely not serve merely to relay appropriate information to the media. A good spokesperson co-creates and acts according to a strictly defined communication strategy. In their work, they fulfill duties at the intersection of public relations and journalism. They are responsible for working with media, maintaining relationships with the environment, managing the organization’s image, as well as producing press materials. It is important that they can convey information in a simple and accessible way.
In Poland, spokespeople are often associated with large state institutions or politics because usually, segments of press conferences of such entities are widely shared both on social media and traditional media. However, this profession is definitely not limited only to representing the largest companies and institutions.
Spokesperson and public relations
As mentioned earlier, spokespeople operate on the border of public relations. It can be said that the tasks of a spokesperson and a PR specialist largely overlap. A spokesperson may be part of public relations structures and perform some of the duties that also belong to a PR specialist.
The main difference, however, lies in the representative function. While PR specialists usually work “behind the scenes” and support those known as the “faces of the organization,” a spokesperson’s profession inherently includes all tasks related to representing the brand under their own name.
Spokesperson and journalism
Spokespeople must work daily with the media, so journalistic experience or simply knowledge of the industry is very useful. Such a person should know the media well and the methods of journalistic work, understand how representatives of this profession operate, and know what information they need.
It is also crucial not to forget writing skills and excellent command of the language. A spokesperson should use impeccable Polish and be able to draft both short press releases and longer forms.
What qualities should a good spokesperson have?
This job often requires resilience to stress and composure, which is useful in crisis situations. Moreover, the ability to react quickly is important—in many cases, a delayed reaction or lack thereof has a significant impact on the overall perception of the situation by the public.
A highly desired trait in spokespeople is charisma. It greatly influences the evaluation not only of the spokesperson themselves but also indirectly of the entire company they represent. A charismatic spokesperson can not only attract media attention but also has the ability to convey information clearly and concretely. Additionally, they are characterized by reliability and meeting agreed deadlines.
What exactly does the work of a press officer involve?
The duties that a press officer may perform cover a very wide range. Depending on the company structure, they may be responsible for all the tasks listed below or only some of them.
However, defining the purpose of these tasks is very easy: it is about building the image of a professional company both within the industry and among customers. This happens through outreach to the media and providing them with information about the functioning of the organization or institution.
Media monitoring and crisis communication
One of the more important duties of press officers, and at the same time a starting point for further actions, is media monitoring. This allows for ongoing control of what mentions about the company appear in the media. This is especially important from the point of view of crisis communication – in case a situation arises that can quickly develop into a crisis, the press officer takes appropriate steps to prevent it.
Knowledge of what is happening in the media related to the industry in which the organization operates also allows for building better communication and providing journalists with knowledge and content tailored to their needs.
The ability to create content aimed at the institution’s or company’s audience
Another group of tasks within the press officer’s work is creating various types of content. These can include press releases, bulletins, newsletters, materials placed on the company’s websites and social media. Assigning this responsibility to the press officer gives them the opportunity to influence the company’s communication style and adapt it to the previously adopted communication strategy.
It is also possible to outsource this activity to external entities. In many organizations, communication is handled by agencies offering services in public relations, copywriting, social media, or content creation. They relieve press officers and, after familiarizing themselves with the brand’s strategy, can manage communication perfectly tailored to the client’s goals and needs.
Collaboration with the media
The duties of press officers largely consist of public relations activities. Above all, it is constant contact with media representatives to establish good relations and ensure publicity for the company. Information and press materials are tools that allow building brand awareness and directing appropriate messages to target groups.
Media-directed activities also include organizing conferences, press breakfasts, and briefings. These allow face-to-face meetings with journalists, answering their pressing questions, but also providing media representatives with interesting materials that they can use.
Press officer – internal or external?
A spokesperson may be part of a company or institution, but can also operate on behalf of a public relations agency. In the case of a person from within the organization, they usually have full access to information about the workplace and stay informed of all changes as they happen. However, it may be more difficult for them to establish contacts with the media – the advantage of professional agencies is the ability to provide the media with diverse content from various clients, making them valuable partners.
External spokespersons often boast extensive experience, including well-established and verified contacts and relationships with the media. The person in this role works with a representative from the client side, designated to provide all necessary information and knowledge about the company.
The representative is responsible for making final decisions based on recommendations and providing overall supervision of the spokesperson’s work. If the company already uses public relations agency services, a spokesperson from the agency can collaborate with other specialists working on the project.
Hiring a spokesperson can bring many benefits to a company. Primarily, it provides a recognizable face associated with the brand that lends credibility to the messages coming from the organization. It is also someone who constantly monitors what information about the brand appears in the media and ensures it is as positive as possible, which contributes to building positive associations among customers.
