Spokesman

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A spokesman (spokesperson or spokeswoman), or spokesmodel is a person who speaks on behalf of others, but is understood not to be necessarily part of the others (e.g. hired to represent the others).

Spokesperson is a typical example of a non-sexist neologism that was invented to replace the conventional spokesman.

In the present media sensitive world, many organisations are increasingly likely to employ professionals who have received formal training in Journalism, Communications, Public Relations and Public Affairs in this role in order to ensure that public announcements are made in the most appropriate fashion and through the most appropriate channels to maximise the impact of favourable messages, and to minimise the impact of unfavourable messages.

A Corporation may be represented in public by its Chief Executive Officer, Chairman or President, Chief Financial Officer, Counsel or external legal advisor. In addition, on a day to day level and for more routine announcements, the job may be delegated to the Corporate Communications or Investor Relations departments, who will act as spokesmen.

Skill Set

Spokesmen will have :

antennae - eyes and ears both on the inside and outside the organisation which would be helpful to detect up-and-coming issues which the organisation may face, and which may have an impact on the organisation's image. This would include being up to date with current affairs and daily newspaper reports concerning the company, its competitors, industry or trade bodies, etc.
sensitivity - knowledge of the press and commentators to assess the likely impact or reaction of any announcements to be made.
anticipation - ability to predict questions likely to be asked, and thus prepare appropriate responses to be given to quench the thirst of journalists, commentators and other interested parties.
inside-knowledge -an intimate knowledge of the corporation and the operational issues which it faces.
top-level access - close day to day contacts with and feedback to with the Chief Executive Officer and Chairman or President of the corporation to ensure that the image of the corporation is maintained in a coherent fashion.

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