BraudCast Answer: Who should be your spokesperson in a crisis?
Some experts say a media trained public relations professional should take the lead as the spokesperson in a crisis, while others suggest a sympathetic statement from a senior executive or CEO. From a crisis management standpoint, this topic is crucial considering a bad media interview can only worsen your crisis, damage your reputation and harm your revenue. Watch the video to hear what communications professionals had to say this week about the topic.
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It depends, and it will vary from organization to organization and from situation to situation. Some executives should not act as spokespersons even if they’ve had media training and others do very well with little training. Sometimes the situation calls for quick response — even if only to say “We’re aware of it and will have more information at X o’clock.” No “rule” applies to all situations and all organizations.