Choosing the right spokesperson during a crisis
Launch library · evergreen read
The most senior person in an organisation is not automatically the right person to speak during a crisis, since authority and the specific, learnable skill of calm, credible communication under public scrutiny are two entirely different things worth separating clearly before any decision is made.
A strong spokesperson conveys genuine command of the relevant facts without notes, resists the constant pressure to speculate beyond what is actually confirmed, and can absorb difficult or hostile questions without becoming visibly defensive or evasive in front of a watching audience, especially when the alternative is simply hoping for the best.
The chosen spokesperson should also carry credibility relevant to the specific situation unfolding. A technical failure may call for someone who can speak to the detail directly and confidently, while a matter of values may call for genuine leadership presence instead of expertise, regardless of which channel first carried the news.
Whoever is eventually chosen needs real preparation beforehand, not just formal authority granted by title, since even a naturally capable communicator performs noticeably better with a clear understanding of the facts, the likely questions, and the boundaries of what can actually be said, even when a quicker, less careful option is readily available.