Picking the right speaker can make or break your media statement

Sometimes the messenger is as important as the message.

The right spokesperson for a statement can determine how the target audience receives the message and what happens next.

For PR professionals, figuring out the best person to deliver a message is a nuanced decision, one that requires a balanced understanding of not only the audience but also authority, credibility and relatability.

“The message and the audience I’m trying to reach determine who’s the right spokesperson and really, what that message will look like, said Jaclyn Rothenberg, a senior vice president at Avōq , a communications firm.

When the CEO should speak

In high-stakes moments, the public expects to hear directly from leadership. A CEO’s voice carries weight. If an organization faces a major crisis, like a leadership transition or a serious financial setback, the chief executive should deliver the message.

“Leaders are expected to understand and know every part of the organization and be someone the public can look to in those big moments,” Rothenberg said.

However, in some cases, keeping leadership at a distance is the smarter choice. If a legal matter is under investigation or there’s an unfolding scandal, using a spokesperson can help shield the CEO while supporting transparency.

“If you want to create some distance while still addressing the issue, having a spokesperson take the lead can be beneficial,” Rothenberg said. “It allows leadership to stay above the fray while showing that the organization remains engaged and responsive.”

Managing multiple principals

Many organizations have multiple high-level voices, such as a CEO and a board chair, each with different responsibilities and priorities. Ensuring a cohesive message while giving each leader a distinct role in communications requires strategic planning.

“It’s important to carve out messages for each of the people being quoted,” Rothenberg said. “Find ways for them to take on different aspects of the issue while still aligning with the broader message.”

For example, in corporate settings, a CEO might address strategy and vision, while a board chair reinforces governance and stability. In government or nonprofit organizations, the head of an agency may focus on policy implications, while a technical expert provides detailed explanations.

While the CEO or head of an organization usually understands operations, they often rely on an internal subject-matter expert to deliver technical information. A “doer’s” voice and perspective add authority to those details.

“Those experts can really bring your announcement to life,” Rothenberg said. “They can help connect the dots for reporters by providing real-life examples of what you’re trying to convey in your statement.”

Voices to validate your message

In situations involving reputation management, public trust or community engagement, having a respected third-party validator deliver the message can be more effective than speaking directly, Rothenberg said.

“Sometimes the best messenger is not the organization or the company,” she added. “It’s finding someone outside the organization who has credibility with your audience and can help carry the message.”

As a previous spokesperson for FEMA, Rothenberg often worked with nonprofits, community leaders and local organizations to reinforce messaging. Whether it’s an athlete endorsing a sports initiative, a scientist explaining a health policy or a nonprofit advocating for disaster relief, external voices add weight and authenticity.

“Especially when dealing with misinformation, an outside trusted voice can make all the difference,” Rothenberg said. “People look to sources they trust, so if you can get those voices to align with your message, it significantly amplifies your impact.”

While working in New York City government, Rothenberg issued a press release filled with quotes from third-party validators, all released at once to show widespread support for an issue. But she also noted it can be even more effective when the validator shares the message independently. Not having that company logo connected to it adds a degree of independence to their words.

Although the communications team has less direct control, Rothenberg believes the trade-off is usually worth it.

“Not only are you adding an extra credibility, but you’re also reaching audiences you might not have accessed on your own,” she said.

Of course, what they say matters most

While the messenger matters, the message itself is always the most important part of the communications puzzle. No matter who is delivering it, the message must be clear, aligned with their expertise and to the point.

A well-crafted three-sentence statement can often be more effective than a full press release, Rothenberg said. She recommended leading with a values statement, followed by the core message and ending with why it matters.

Not only does this keep the message focused, it also reduces the risk of reporters taking something out of context.

“Stories are getting shorter, word counts are getting tighter and we need to come up with statements that are actually usable for reporters,” Rothenberg said.

That doesn’t mean longer statements don’t have their place. When an organization needs to outline a detailed position such as a policy change or major corporate shift, a longer statement can be useful, particularly for a company website or direct stakeholder communications. But in most cases, brevity improves both clarity and impact.

If an executive insists on a longer statement, it falls on the comms team to explain why a more concise approach is often more effective. Rothenberg emphasized that these difficult moments highlight the importance of a strong relationship between the comms team and leadership.

“You’ve really got one shot,” she said. “If you want to get your message across, make sure it’s specific, clear and delivered by the right person.”

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.