Crisis Management Key # 5: Thou Shalt Have But One Spokesperson

As any media crisis progresses, the temptation will arise to diversify the spokesperson duties. In a game of tennis, this would be called an unforced error.

Why stick with one spokesperson? For openers, the special intensity and charge that exist around the media crisis tends to "bond" both media people and consumers with the one person who has been the initial public face of the company. A change in spokes person or the addition of spokespeople at a minimum creates confusion and may signal a lack of confidence or, even worse, the necessity of having a second spokesperson because the first is unwilling to make a particular comment.

A second reason is very practical. Speaking to the press, especially in a crisis situation, is not an easy task. Let the person who has already been in the trenches continue in this role rather than risk putting a rookie on the firing line. Experience counts, very much, in this case.

The third reason is a bit more strategic. Designating a spokesperson can provide a useful "ring fence" around key executives who, if made available to the press, might easily be placed in a corner, unable to credibly limit their comments to only the core message. Example: the chief financial officer would find it hard to avoid direct questions on financial practices, whereas the single spokesperson can credibly say that he/she does not know but will check and get back to the reporter. At a minimum, the organization gets some breathing room to evaluate whether or not it wants to add a secondary message.

Any company that is midsized or larger should have an established spokesperson. This is someone who should not necessarily be limited to his/her innate communication skills. I highly recommend media training for those executives who will be the public spokesperson in times of crisis. These sessions are usually a daylong, should involve "real-life" simulations on videotape and include active coaching by a qualified media trainer.

In selecting your corporate spokesperson, look for somebody who is by nature low-key and self assured.. You need somebody who can remain calm while all those about him/her are about to wet their pants. The pressure of media spokesperson duties at the head of crisis is significant.

Finally, it is entirely appropriate to retain the services of a public relations consultant to serve as spokesperson. In fact, this could be a good option for small or midsize companies who do not have a well-developed public relations function. Typically, such a person is engaged on an hourly basis, is basically familiar with the companies line of business, and is on-call to respond in a crisis situation.

And so ends my five-part discourse on crisis communications. I hope you found it helpful. Remember, an ounce of prevention is worth a pound of cure. If you don't have a crisis communications plan in place I strongly urge you to develop one.

Till next time...