How to Be an Effective Corporate Spokesperson? Top Traits and Examples to Avoid
A corporate spokesperson serves as the face of a brand and is perceived by the wider public as embodying its values, which means they play a pivotal role in the external reputation of any organisation. While the best examples of individuals in these roles often fly under the radar, it’s the less effective ones that can make headlines for all the wrong reasons. But what are the top traits possessed by an effective corporate spokesperson, and what examples should be avoided?
Effective corporate spokesperson skills
Until recent years, organisations generally focused on utilising one individual as the sole spokesperson. Former Apple CEO Steve Jobs, for example, was the central figurehead for nearly all of the business’s external communications activities and personified its brand. However, this approach can now potentially cause more harm than good; indeed, we are witnessing in real-time the impact of Elon Musk’s erratic public persona and his connection to the US Government on Tesla’s share price, which has dropped by more than a third since the start of 2025.
In today’s media landscape, organisations are better served by having a roster of relevant experts who can comment on a range of specialised subjects, rather than relying on one person. This allows them to call on a wider array of individuals depending on the issue at hand and the preferred angle for their response, which reduces risk and ultimately helps drive better engagement with the media and public.
However, this shift means that marketing and communications teams face a greater need to identify and prepare potential spokespeople, which is no easy task. So, what attributes should be sought in these individuals?
What traits does an effective corporate spokesperson possess?
The most critical skill of the best spokespeople is a strong command of their individual or specialist subject matter. A genuine depth of knowledge not only allows them to avoid being caught off guard but also enables them to answer questions with real confidence.
Equally, the ability to translate complex concepts into manageable messages that can be understood by a wide range of audiences is key. Good spokespeople avoid any industry-specific or overly generic jargon that might disengage consumers and strive to be engaging and relatable in a way that encourages audiences to build relationships. This isn't necessarily a skill that can always be trained; some individuals possess these innate abilities while others do not, but it can at least be developed through experience in being interviewed and gaining broader confidence.
A key method of building engagement and trust with customers and stakeholders is by being authentic, making this a critical attribute in any effective spokesperson. Being honest and transparent goes a long way, and – in the right circumstances – acknowledging mistakes can be far more effective than trying to bury them. The best individuals can strike a balance between being ‘real’ and professional, adapting their messaging and tone accordingly.
A knowledge of the media - along with the specific platform or channel used for interviews or other opportunities - also plays a role. The format and nature of live TV varies dramatically from podcasting, just as a radio interview differs from being featured in the newspaper. Keeping these variations in mind and recognising how to tailor messaging for different mediums and interviewers separates the best spokespeople from the rest.
Perhaps most critical of all is the ability to think on their feet. We have all seen numerous examples of spokespeople – often politicians – struggling to adapt to situations and interviews, regurgitating their pre-scripted messaging regardless of what they are being asked. Good journalists will try to catch spokespeople off guard, so being able to react and go off-piste if needed - while maintaining consistency and authenticity - can make a major difference.
Put simply, being a corporate spokesperson is no easy task. That’s why there are numerous examples of individuals making mistakes, with the damage caused often outweighing the value they have added:
Lululemon blaming customers
Chip Wilson, the founder of Lululemon, famously responded to complaints about the nature of the organisation’s yoga-wear by suggesting that some women’s bodies ‘just actually don’t work’ for their apparel. This unnecessary comment led to a public backlash and a significant drop in sales, which took several years for the company to rectify.
BP Deepwater Horizon response
Rather than admitting guilt and taking responsibility for the catastrophic Deepwater Horizon oil spill in 2010, BP CEO Tony Hayward attempted to fend off repeated journalist questions and gain sympathy by saying, ‘I’d like my life back.’ This was perceived as insensitive and out of touch, ignoring the damage caused to the environment and affected communities while causing further reputational harm to the organisation. While authenticity and honesty are admirable traits, the BP leader took this too far.
Ratner’s cheap comments
A classic example from 1991 involves then-CEO of Ratner’s Jewellers, Gerald Ratner, who made a speech at the Institute of Directors annual convention where he jokingly labelled the company’s products as 'total crap' and said its earrings were ‘cheaper than a prawn sandwich but probably wouldn't last as long.’ As you might imagine, the comments were poorly received—particularly by the organisation’s shareholders—and led to severe backlash, ultimately resulting in the company's near collapse.
Post Office Horizon scandal
More recently, former head of the Post Office, Paula Vennells, claimed she was unaware of IT issues that led to the wrongful prosecutions of several postmasters, which few commentators outside of the organisation believed. The perceived lack of accountability and willingness to deflect blame onto others drew significant criticism and contributed to the uncovering of multiple additional failures. It would be fair to say that the Post Office is still recovering from the damage caused by its actions in the Horizon scandal, as well as from the widely publicised actions of its leaders and corporate spokespeople.
The best spokespeople help organisations engage more effectively with their customers and stakeholders, or emerge unscathed from controversies, periods of change, or other challenges, whereas a poor spokesperson may only add fuel to the fire. While some attributes are innate and possessed only by a select few, others can be developed through media training and other activities, or can be identified by top marketing and communications recruiters.
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If your organisation is looking to upgrade its roster of spokespeople, and develop its experts to be able to roll with the punches and open up opportunities, get in touch with our specialist team.
