At Millionsworth PR, we understand that the choice of a spokesperson during a crisis is one of the most critical decisions an organization can make. The right voice can build trust, steer public perception, and safeguard your brand’s reputation. Through our extensive experience managing crises across industries, we’ve developed a tailored approach that emphasizes preparation, strategy, and teamwork.
Here’s how we at Millionsworth PR recommend addressing the question of “who speaks” during a crisis.
Argument 1: The CEO Should Always Be the Spokesperson
While the CEO is often the face of an organization, putting them in front of the media during the early stages of a crisis is not always ideal. The CEO’s priorities during a crisis should be:
- Overseeing the crisis response strategy.
- Ensuring business continuity and managing internal operations.
In the chaotic first hours of a crisis, CEOs are heavily involved in decision-making and may not have all the facts needed for an informed statement. If they misspeak, it can tarnish their credibility and the organization’s reputation. A prepared spokesperson, like a PR representative, can handle initial communications, allowing the CEO to step in later as a voice of leadership and compassion when the situation has stabilized.
At Millionsworth PR, we guide CEOs on when and how to address the public, ensuring their statements reflect authority, empathy, and the organization’s values.
Argument 2: The PR Professional Should Always Be the Spokesperson
The public relations professional is often the first and best choice to speak during the early stages of a crisis. Their expertise in communication and media management equips them to deliver clear, accurate, and calming messages while the organization gathers more details.
Millionsworth PR prepares PR representatives to:
- Acknowledge the situation clearly.
- Provide verified initial facts.
- Set expectations with a quotable statement and outline plans for further updates.
However, we recognize that the PR professional should not be the sole voice throughout a prolonged crisis. Different stages of a crisis may require the expertise of technical leads, subject matter experts, or senior executives.
Argument 3: A Team of Spokespeople Is the Best Approach
At Millionsworth PR, we believe a team-based approach to crisis communication is the most effective. Different voices bring unique strengths, and having multiple trained spokespeople ensures flexibility and credibility.
Our recommended timeline:
- First Hour: The PR professional leads, addressing immediate inquiries and releasing the “First Critical Statement.”
- Second Hour: A subject matter expert (e.g., safety officer, legal counsel, or technical lead) takes over, offering detailed insights and addressing specific concerns.
- Later Stages: The CEO or another senior leader steps in to provide a broader perspective, offering reassurance and demonstrating accountability.
We train your organization’s crisis response team like a professional sports team—ensuring star players and capable backups are ready to perform at their best.
The Millionsworth PR Advantage: Media Training for Success
Our media training programs are designed to prepare your team for the tough questions journalists will ask. From identifying the best spokespersons to refining messaging under pressure, we ensure your team is confident, composed, and credible in every interaction.
At Millionsworth PR, we’ve seen how even the most well-meaning organizations falter without proper preparation. That’s why we emphasize the importance of training for all potential spokespeople, ensuring no one steps into the media spotlight unprepared.
Why Trust Millionsworth PR?
With over a decade of experience managing corporate communications and crisis responses, Millionsworth PR knows what it takes to protect your reputation when it matters most. We combine strategic foresight with hands-on execution, helping organizations stay ahead of the narrative and maintain public trust.
Let us guide your team to success. Contact us today to prepare your crisis communications strategy and ensure your brand is in the safest possible hands.
