Managing Multiple Spokespeople: A Guide to Effective Communication Strategy

Public relations and corporate communications have grown increasingly complex in today’s media landscape. Organizations now face the challenge of maintaining consistent messaging while speaking to diverse audiences across multiple channels. A well-structured multiple spokesperson strategy allows companies to address this complexity by leveraging different voices and expertise levels. According to a study by Edelman, 64% of consumers trust technical experts more than CEOs when discussing industry issues, highlighting the value of deploying various spokespeople strategically. This comprehensive guide examines how organizations can build and manage an effective multiple spokesperson approach while maintaining message consistency and brand integrity.

Understanding the Value of Multiple Spokespeople

Organizations benefit significantly from having multiple spokespeople represent their interests. Research from PR Newswire shows that companies using diverse spokesperson strategies achieve 23% higher media coverage rates than those relying on a single voice. This increased coverage stems from the ability to match specific expertise with relevant topics and media opportunities.

Multiple spokespeople offer distinct advantages in crisis management situations. When United Airlines faced its crisis in 2017, the company struggled partly because it relied heavily on its CEO as the primary spokesperson. Organizations with broader spokesperson benches can respond more quickly and appropriately to various situations, with experts ready to address specific aspects of any issue.

The strategy also helps prevent spokesperson burnout. According to the Public Relations Society of America, high-profile spokespeople typically handle 15-20 media interactions per month. Distributing these responsibilities across multiple individuals ensures better availability and more thorough coverage of media opportunities.

Defining Clear Roles Between Founders and Executives

The relationship between founders and executives requires careful management in a multiple spokesperson strategy. Founders often bring vision and passion to communications, while executives provide operational expertise and industry knowledge. This dynamic creates both opportunities and potential challenges.

Research from Stanford’s Graduate School of Business indicates that 60% of founder-led companies experience communication conflicts between founders and professional management. To prevent such issues, organizations should establish clear guidelines for spokesperson roles:

• Founders typically focus on company vision, origin story, and long-term strategy
• CEOs address operational performance, current initiatives, and market positioning
• Technical executives handle product details and industry-specific topics
• Functional leaders manage departmental communications and specialized areas

These boundaries help prevent message overlap while maximizing each spokesperson’s strengths. The key lies in documenting these roles clearly and ensuring all parties understand and respect the delineation.

Creating a Spokesperson Matrix

A spokesperson matrix serves as the foundation for organizing and managing multiple voices. This tool maps specific topics, audiences, and media types to appropriate spokespeople based on their expertise and communication skills.

The matrix should include:

1. Topic categories (financial, technical, strategic, operational)
2. Spokesperson expertise levels
3. Preferred media formats (print, broadcast, social)
4. Geographic responsibilities
5. Language capabilities
6. Time zone availability

According to the Corporate Communications International Association, organizations with formal spokesperson matrices report 40% fewer instances of conflicting messages compared to those without structured systems.

Maintaining Message Consistency

Message consistency presents a significant challenge when managing multiple spokespeople. A study by Weber Shandwick found that 80% of global executives worry about maintaining consistent corporate messaging across different spokespeople.

Several practices help ensure message alignment:

Central Message Platform

Develop a comprehensive message platform that includes:

• Core organizational messages
• Key talking points by topic
• Approved statistics and data points
• Response protocols for sensitive topics
• Regular updates to reflect current positions

Regular Alignment Meetings

Schedule regular meetings with all spokespeople to:

• Review recent communications
• Discuss upcoming opportunities
• Address any messaging challenges
• Share feedback and best practices
• Update key talking points

Quote Synchronization Process

Implement a system for managing and coordinating quotes across spokespeople:

• Create a quote bank organized by topic
• Establish approval processes for new quotes
• Maintain version control for updated messages
• Track quote usage and media placement

Training and Development

Effective spokesperson management requires ongoing training and development. The Institute for Public Relations reports that organizations investing in regular spokesperson training see a 45% improvement in message consistency and media placement success.

Training programs should cover:

1. Media interview techniques
2. Message delivery and bridging
3. Crisis communication protocols
4. Social media best practices
5. Industry-specific knowledge updates

Measuring Success

Evaluating the effectiveness of a multiple spokesperson strategy requires comprehensive measurement systems. Key metrics include:

Quantitative Measures

• Media coverage volume
• Message pull-through rates
• Share of voice by spokesperson
• Response time to media requests
• Social media engagement rates

Qualitative Assessments

• Message consistency scores
• Spokesperson credibility ratings
• Media relationship quality
• Stakeholder feedback
• Crisis response effectiveness

Technology and Tools

Modern spokesperson management relies heavily on technology. Essential tools include:

1. Media monitoring platforms
2. Message distribution systems
3. Coverage tracking software
4. Spokesperson scheduling tools
5. Training and development platforms

Conclusion

Managing multiple spokespeople effectively requires careful planning, clear role definition, and robust systems for maintaining message consistency. Organizations that invest in developing comprehensive spokesperson strategies gain significant advantages in media coverage, crisis management, and stakeholder communications.

To implement an effective multiple spokesperson strategy:

1. Start by creating a clear spokesperson matrix
2. Define distinct roles for founders and executives
3. Establish strong message management systems
4. Invest in regular training and development
5. Monitor and measure performance consistently

Success in managing multiple spokespeople comes from balancing structure with flexibility, allowing organizations to maintain consistent messaging while adapting to changing communication needs. By following these guidelines and regularly reviewing and updating their approach, organizations can build and maintain an effective multiple spokesperson program that serves their communication goals while maintaining brand integrity.