Once the crisis management team is established, it is time to appoint a spokesperson among them. This is a very sensitive step since this person will be the face of the company during the entire crisis. It is therefore necessary to pick the best candidate with:
○ The right skills for communicating internally and externally, including social media and events;
○ The right position in the organization to represent the company;
○ The right training which may include personal media training or coaching.
Even though some believe choosing the company’s CEO as spokesperson could be the best choice, this may not always be true. Most of the times, CEOs are executives with great technical knowledge but not necessarily with the best approach in dealing with social media tools. Moreover, in cases of unsuccessful crisis management strategies, having the CEO as the crisis spokesperson might result in even greater losses in terms of a company’s reputation during the post-crisis phase. For these reasons, it is recommended to appoint a spokesperson with a well-proven professional background in one of the areas listed above (see point 1) and with a natural talent to communicate with a wide variety of interlocutors, from the media to customers, to the general public.