Tag Archives: spokesperson training

The risks of one spokesperson

Tony Jacques, an Australian crisis communication expert, makes some good points in this post about smaller companies facing crises.

I certainly have seen that mid to smaller size companies typically lag in preparation. I think there is a sense that because they are not large they tend to be immune. Only big crises kill big companies, but of course that is not true. While the death of a brand to a reputation crisis may not be big news if it is a small company, to those involved, death is death.

I want to draw attention though to one important point of his blog: the missing spokesperson. Just recently I was in a message planning session with a client and a question came up about what do we say about such and such a situation. The answer from the head came back quickly: you say nothing, refer every question like that to me.

It may seem the safest approach, but often it is not. For a number of reasons, but I’ll focus on the obvious one highlighted by Jacques’ post. What do you do when your one and only authorized spokesperson is out of town, on an airplane, or worse in an airplane that has hit the ground with devastating impact.

In best practice planning, every major leadership position in a response plan has at least three and sometimes four people capable of filling the role. That gets harder with smaller companies, but it remains essential. A company with a dominant leader who has difficulty delegating authority is especially vulnerable in a crisis.

The company Tony refers to may very well have crafted a wonderful statement in response to the negative publicity. Doesn’t matter if when the media calls there is no one authorized to deliver it.