Choosing spokespeople for a campaign
Launch library · evergreen read
The right spokesperson for a campaign is not always the most senior person available within the organisation, but rather the person whose credibility, manner and relevant expertise genuinely match the story actually being told to the public. A campaign about frontline service quality often lands considerably better with a frontline voice than with an executive several layers removed from that daily reality.
Spokespeople also need genuine comfort with the specific demands a campaign will place on them over its full duration, whether that involves answering unscripted questions from journalists, appearing across both broadcast and print formats, or maintaining a consistent tone across many separate interactions throughout the campaign's entire run without visible fatigue setting in.
Choosing well early avoids the awkward position of discovering, partway through an active campaign, that the chosen spokesperson simply cannot sustain the role under sustained pressure. A short trial engagement or a proper media training session before the campaign begins is a genuinely small investment against a much larger risk that could emerge later on.