Ask a company who can speak to the press, and most will offer a single name: the founder. Michelle Mekky, CEO and founder of Chicago-based Mekky Media Relations, has spent years pushing clients further down the org chart — because the people closest to the work often make the most compelling sources, and journalists know it. Here, she makes the case for building a deeper bench of spokespeople, and lays out how to get them ready for the call.

​When my agency onboards a new PR client, we always ask for a list of potential media spokespeople. Often, the client gives us only one name: the founder, CEO or top leader. When this happens, we encourage them to move further down the org chart and expand their thinking beyond the C-suite.

This might feel counterintuitive or even risky, but most PR professionals and journalists agree that an organization’s leader does not need to be the sole, default face of the company. In fact, at my agency, we find that media outreach is more successful when our clients take time to identify, train and circulate spokespeople who have real-world knowledge and compelling perspectives to share.

​Benefits Of Additional Voices

The benefits of tapping multiple voices to tell a story include:

• Enhanced credibility and trust in the brand, product or organization: Readers and audiences are more likely to connect with, relate to and trust someone directly involved in day-to-day operations.
• Improved storytelling and accuracy: The input is coming from those who have firsthand knowledge of the subject matter.
• Better media response to your pitches: Journalists take a greater interest if they know they’re being offered sources who will provide deep insight and substance, not just big-picture strategy.
• More availability for media opportunities: The CEO generally has a full calendar and sometimes is not interested in talking to the press, especially when it’s a smaller outlet. The more potential spokespeople you have, the more opportunities you can say yes to.
• Expanded thought leadership opportunities: Developing a bench of thought leaders means more perspectives and stories to offer, which can lead to multiplied media opportunities and enhanced exposure for the organization.

​A Collaborative Approach: Leaders And Subject Matter Experts

​This does not mean we should shield the leader from the press. That person still has an important role in the media strategy. He or she is likely well-trained and confident in addressing broad themes, history, current mission and vision, future strategies and business trends. For example, I recommend offering the leader as a voice for company profiles or interviews related to major announcements, earnings, strategic direction and crises.​

But an effective PR plan and narrative strategy should go beyond these necessary stories. It should also include a wide variety of timely topics and compelling pitches. Therefore, the list of pre-identified and trained spokespeople should be equally as diverse.

​For example, you could tap department heads and subject matter experts who have deep knowledge of things like technology, finances, sales or supply chain; lower-level professionals who are well-versed in day-to-day operations; those who have access to data and know how to contextualize it; and members of an internal or external PR, communications or marketing team who are expert storytellers. You can also turn to board members who can speak to mission and strategy while signaling oversight and accountability; customers, clients or patients who can share firsthand experiences and speak directly to the impact of an organization's products or services; franchisees, community partners or front-line employees who bring local perspective and real-world credibility; and outside analysts or experts who can provide independent insight and validation.

​Getting Your Spokespeople Up To Speed

Once you’ve developed a list of potential spokespeople, the next step is to empower and prepare them with critical skills and confidence so they can communicate clearly and effectively, even under pressure. This can be done through a formalized media training program, which has significant long-term advantages for any organization.​

If your organization is not ready to invest in this type of training, you can use these simple tips to quickly get spokespeople up to speed:​

• Know the audience and outlet. Take time to understand the reporter, publication, program and audience beforehand so you can tailor your messaging and examples accordingly.
• Develop clear, compelling talking points and/or key messaging. Ensure that any team member who will talk to the media knows the business mission, relevant strategies and all details related to the story being covered. Accuracy and consistency are key. A spokesperson should always adhere to the broad themes in the messaging and never “wing it.”
• Practice what you want to say. Record a mock interview or practice repeatedly in front of a mirror to ensure you’re comfortable and stay on track.
• Be as brief as possible. Only convey the information you intend to; avoid rambling.
• Avoid jargon and acronyms. Speak in clear, conversational language that a broad audience can easily understand.
• Use the bridging technique. If asked a question you’re not prepared to address, acknowledge it and then steer the conversation back to your core messaging.
• Anticipate difficult questions and practice how you’ll answer them.
• Don’t make up an answer if you don’t know it; it’s okay to follow up with the reporter later.
• Most importantly, stay authentic. Journalists are looking for expertise and genuine perspective, not a perfectly scripted answer.

​These tips should be part of a clear media policy that includes instructions and a timeline for handling press inquiries. For example, all requests should go through a designated PR or communications contact. A spokesperson should never take a media call without involving the communications team. This is the best way to ensure everyone is prepared and consistent.​

Organizations that dig a little deeper when identifying and preparing spokespeople will take their PR plan to new heights, as they get more of their stories to the audiences who can have the biggest impact on their success.​​