Why having a strong spokesperson matters

A spokesperson is the visible face of an organization in front of the media, and as such, their role is crucial in public relations—but it also has a direct impact on the bottom line. A spokesperson influences not only what information reaches the public, but also the organization’s ability to shape perception, strengthen reputation, and build empathy with potential customers. That is why the difference between having a good spokesperson and not having one is far more than a matter of protocol.

Cualquier empresa, grande o pequeña, multinacional o startup, necesita un portavoz frente a los medios. En algún momento, sea de manera proactiva o reactiva, a través de una agencia de comunicación externa o de un departamento interno, puede necesitar entrar en contacto con un periodista. Y entonces, tener una persona que la represente y que esté preparada para desempeñar bien ese papel es fundamental. No disponer de un portavoz adecuado, además de dificultar esas necesarias relaciones con los medios, puede suponer un problema mayor. Para empezar, la invisibilidad de la compañía en la prensa -y todos sabemos que el reconocimiento es el primer paso para la decisión de compra-.

Any company—large or small, multinational or startup—needs a spokesperson when dealing with the media. At some point, whether proactively or reactively, through an external communications agency or an in-house team, a company may need to speak with a journalist. And when that moment comes, having someone who can represent the organization and is prepared to do it well is essential. Not having the right spokesperson not only complicates media relations; it can create a much bigger problem. To begin with, it can lead to the company becoming invisible in the press—and we all know that awareness is often the first step toward a purchase decision.
Typically, the spokesperson is the founder or CEO, because the role carries authority in the eyes of journalists. But in most cases, the ability to communicate matters more than the title itself. It is often assumed that anyone who knows the subject well will have no trouble explaining it. Or that any executive, simply by holding a senior position, will naturally be an effective communicator. Yet as communications consultants—those who help clients communicate and place a microphone, whether literal or metaphorical, in front of their official spokespeople—we often find that while many are used to public speaking, not all perform well when facing a journalist.

Communicating effectively depends on many factors. The first is the ability to convey trust and credibility. To do so, a spokesperson must speak clearly and truthfully to the media, which ultimately acts as an intermediary channel through which the message reaches the wider public. The goal is to stand out—to be seen or read—and good stories, or even those that are less compelling but told well, are far more likely to capture attention.

Pensar en titulares

It is worth remembering that, with the media, time is limited (on radio or TV) and space is limited (in print). That is why it is important to arrive prepared: understand the outlet’s style, research the journalist’s work, and have a clear set of messages and a defined image you want to project.
A very effective practice for any spokesperson is to “think in headlines”—to offer key messages or impactful lines that, on the one hand, summarize the most important ideas, and on the other, capture the organization’s tone and values with conviction and empathy.

What is said matters as much as how it is said. And that is shaped not only by words, but also by non-verbal communication: the clothing chosen for the occasion, posture, eye contact, gestures, whether we smile or remain serious. All of it influences how the message is received. These elements can undermine an otherwise perfect narrative—or, if managed well, they can help navigate a difficult situation successfully.

A strong spokesperson, therefore, does not simply share information. They are an ambassador for the organization’s reputation and values. This not only builds trust and loyalty, but also provides stability in times of uncertainty.

At ComBoca, we help spokespeople understand how the media works, how to speak with journalists (and what to avoid), and how to perform confidently in front of a microphone or camera. Would you like to become a spokesperson who makes a real difference? Email us at hola@comboca.es.