When big news breaks, it’s easy to assume your CEO should be the front and centre of your company and the only spokesperson. After all, they’re the face of the company, right? Not always. While CEOs can be great at setting the tone and providing strategic insights, they may not be the most effective choice for every media moment.
Who Journalists Actually Want to Talk To
- Subject Matter Experts (SMEs)
Reporters love getting straight to the source. Engineers, product managers, or department heads often provide the in-depth, technical insights journalists are after.
- Regional or Operational Leaders
When a story is tied to a local issue or operational detail, regional leaders can offer a first-hand perspective that feels more authentic and relevant.
- Crisis Management Specialists
In a crisis, a well-trained spokesperson can ensure the message is clear, calm, and on-point, reducing the chance of a PR mishap.
- Partners
Sometimes, the most credible voices are those outside your organisation. A happy and trusted industry partner can bring authenticity and third-party validation to your story.
Think Beyond the CEO
When the press comes calling, your first thought might be to send in the CEO. But here’s the thing, being the boss doesn’t automatically make someone the best spokesperson. The smartest companies know it’s about relevance, not rank.
Look around your organisation. Who really knows their stuff? Who’s got a story that makes people lean in? Maybe it’s one of your rising stars — someone who’s passionate, knowledgeable, and great at explaining things. These are the people journalists love to hear from.
Once you’ve found them, don’t just throw them into the spotlight and hope for the best. Even the sharpest subject-matter experts can stumble without the right preparation. That’s where media training comes in. It helps them stay on message, handle tricky questions, and speak with confidence. And the best spokespeople? They don’t just practice once, they practice again and again until they’re ready for anything.
Next time the media reaches out, think beyond the corner office. The right voice could make all the difference.
When Your CEO Should Step Up
Sure, there are moments when your CEO needs to step up — big announcements, major decisions, or crises where their presence shows accountability and leadership. But they’re not the only voice that matters. The smartest companies know it’s all about having the right people, with the right expertise, ready to speak up. Find the right person, give them the right training, and watch them shine as a spokesperson for their areas of expertise.
