Maximizing PR Impact: The Strategic Advantage of Multiple Spokespeople

In public relations, relying on a single spokesperson could limit a company’s ability to effectively engage diverse audiences. Developing a team of spokespeople, each with unique expertise and perspectives, can significantly enhance credibility, media reach, and overall brand authority.

The Power of a Diverse Spokesperson Strategy

Different stakeholders—such as investors, customers, partners, and regulators—require tailored messaging. For example, a CEO is best positioned to speak on high-level corporate strategy and industry trends. In fact, 61% of consumers say they trust a company more when the CEO demonstrates transparency and authenticity.

Subject matter experts (SMEs), on the other hand, are well-suited to provide detailed insights into technical aspects, innovation, and operational developments—areas that are especially valuable to journalists and analysts.

Functional leaders—such as heads of sustainability, product development, or HR—can also add depth by addressing specific topics with authority. Notably, 71% of employees trust information coming from their peers more than from other sources.

This multi-voice approach not only strengthens media relations but also enhances a company’s agility in responding to crises or emerging industry developments. A well-prepared team of spokespeople ensures consistent and credible communication, even if one spokesperson is unavailable or a specific issue requires a more specialized perspective.

Matching the Right Voice to the Right Audience

Not all audiences engage with the same type of spokesperson. A tech journalist covering AI advancements may prefer insights from a Chief Technology Officer, while an HR-focused publication may seek commentary from a Chief Human Resources Officer. Research shows that 76% of journalists value having access to a company spokesperson who is an expert in the relevant field. Matching the right spokesperson to each media opportunity ensures the message resonates effectively, leading to better media coverage and stronger brand positioning.

Media Training: The Key to Success

Proper media training is essential to maintaining consistent messaging, confidence in delivery, and preparedness for challenging questions. Companies with trained spokespeople experience 49% more positive media coverage. Media training equips spokespeople with key talking points, an understanding of media dynamics, and the ability to adapt their communication style based on the platform and audience.

Building a Stronger PR Strategy

A comprehensive PR strategy goes beyond crafting the right messages; it ensures those messages are delivered by the most credible and relevant voices within the company. By developing a diverse group of media-trained spokespeople, businesses can enhance their industry influence, strengthen relationships with journalists, and ultimately drive more impactful storytelling.

For organizations looking to elevate their PR strategy through a multi-spokesperson approach, consulting with PR experts can provide tailored solutions to meet specific needs.If you’re ready to implement a strategic, multi-spokesperson approach, reach out to us at [email protected] to discover how we can support your PR goals.