{"id":324,"date":"2013-05-28T12:55:41","date_gmt":"2013-05-28T10:55:41","guid":{"rendered":"http:\/\/proacomunicacion.es\/?p=324"},"modified":"2013-05-28T12:55:41","modified_gmt":"2013-05-28T10:55:41","slug":"crisis-communication-7","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/comunicacion-crisis-7\/","title":{"rendered":"The crisis spokesperson: 10 hits (I)"},"content":{"rendered":"<p>Crisis management in communication cannot be understood without the figure of the spokesperson. In previous posts it has been mentioned that the company should have a <strong>specific committee<\/strong> to coordinate all actions. Although the committee should include senior management and the heads of the different areas (HR, Legal, Finance, etc.), the <strong>spokesperson is the key figure<\/strong> <strong>of that committee<\/strong>The person should be the only person visible and through whom all communications should be channelled.<\/p>\n<p>With regard to his\/her profile, the spokesperson must be a <strong>senior person<\/strong>with <strong>good knowledge of the company<\/strong>which<strong> convey calm and credibility<\/strong> and, if possible, <strong>closeness and humanity<\/strong>. Regardless of whether or not the candidate is an experienced professional, he\/she will have to undergo a <strong>specific training<\/strong>In communication (and especially in crisis communication) there is no better improvisation than that which is thoroughly prepared. In this sense, conducting rehearsals with the use of <strong>specific arguments<\/strong> as the central focus of the sessions is not only common sense, it is mandatory.<\/p>\n<p>There are many theories on the appropriateness of changing spokespersons in a crisis. There are many experts who recommend keeping one <strong>regular spokesperson<\/strong> y <strong>another one specific to the crisis<\/strong>This is to prevent the communicator who usually speaks on behalf of the organisation from being \"burned\" and his or her image\/reputation (and therefore those of our company) from being intuitively associated with a negative fact that produces rejection among the different audiences.<\/p>\n<p>The following are listed below<strong> 10 basic hits<\/strong> that any spokesperson should use during a crisis (mistakes in the next post):<\/p>\n<p>1.\u00a0<strong>Sincerity is essential<\/strong>. It is the basis of any communication to the public and the foundation for building a smooth relationship with journalists. Do not lie, although it is not obligatory to tell \"all the details\".<\/p>\n<p>2.<strong>\u00a0The message must be very clear, concise and timely.<\/strong>. Often confusing, messy and complex facts need to be transformed into information that is clear, simple and understandable to all audiences.<\/p>\n<p>3.<strong>\u00a0Availability is a must<\/strong>. The spokesperson should be accessible. Calls from the media should be channelled immediately to the spokesperson. If the spokesperson cannot be reached, the call should be returned as soon as possible.<\/p>\n<p>4.\u00a0<strong>Identify the journalist and his or her medium to guide the direction of responses.<\/strong> that are offered to you. Prepare in advance and ask about the approach you want to take to the news.<\/p>\n<p>5. In our answers, always keep in mind what we would like the journalist to reflect (e.g., what we would like the journalist to say, what we would like the journalist to say).<strong>empathy in contact<\/strong>).<\/p>\n<p>6.\u00a0<strong>Clear and concrete sentences<\/strong>. Avoid abstract concepts and specialised terms.<\/p>\n<p>7.\u00a0<strong>Let's use the key messages<\/strong> regardless of the questions we are asked.<\/p>\n<p>8. If we are asked a question that we cannot answer <strong>let's explain the reasons<\/strong>.<\/p>\n<p>9. The spokesperson must also take care of his or her<strong> attitude<\/strong>, <strong>limiting their gestures<\/strong> to a minimum and <strong>be polite<\/strong> the interviewer.<\/p>\n<p>10.\u00a0 <strong>Nothing is <em>off the record<\/em><\/strong>.<\/p>\n<p><strong>Joaqu\u00edn Rodr\u00edguez Villar<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>La gesti\u00f3n de una crisis en comunicaci\u00f3n no se\u00a0entiende sin la figura del portavoz. En anteriores posts se ha mencionado que la empresa debe contar con un comit\u00e9 espec\u00edfico que coordine todas las actuaciones. Si bien el comit\u00e9 debe integrar a la alta direcci\u00f3n y a los responsables de las diferentes \u00e1reas (RRHH, Jur\u00eddico, Financiero, [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[26,42,29,43,115,44,38],"class_list":["post-324","post","type-post","status-publish","format-standard","hentry","category-actualidad-proa","tag-comunicacion-corporativa","tag-comunicacion-de-crisis","tag-comunicacion-institucional","tag-crisis-reputacional","tag-formacion-de-portavoces","tag-gestion-comunicacion-de-crisis","tag-gestionar-comunicacion-de-crisis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El portavoz de crisis: 10 aciertos (I) - Blog Comunicaci\u00f3n y Reputaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/crisis-communication-7\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El portavoz de crisis: 10 aciertos (I) - Blog Comunicaci\u00f3n y Reputaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"La gesti\u00f3n de una crisis en comunicaci\u00f3n no se\u00a0entiende sin la figura del portavoz. En anteriores posts se ha mencionado que la empresa debe contar con un comit\u00e9 espec\u00edfico que coordine todas las actuaciones. Si bien el comit\u00e9 debe integrar a la alta direcci\u00f3n y a los responsables de las diferentes \u00e1reas (RRHH, Jur\u00eddico, Financiero, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/proacomunicacion.es\/en\/crisis-communication-7\/\" \/>\n<meta property=\"og:site_name\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta property=\"article:published_time\" content=\"2013-05-28T10:55:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:site\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"PROA Comunicaci\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/proacomunicacion.es\/comunicacion-crisis-7\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/proacomunicacion.es\/comunicacion-crisis-7\/\"},\"author\":{\"name\":\"PROA Comunicaci\u00f3n\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60\"},\"headline\":\"El portavoz de crisis: 10 aciertos (I)\",\"datePublished\":\"2013-05-28T10:55:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/proacomunicacion.es\/comunicacion-crisis-7\/\"},\"wordCount\":530,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/proacomunicacion.es\/#organization\"},\"keywords\":[\"Comunicaci\u00f3n corporativa\",\"Comunicaci\u00f3n de crisis\",\"comunicacion institucional\",\"crisis reputacional\",\"formaci\u00f3n de portavoces\",\"gesti\u00f3n comunicaci\u00f3n de crisis\",\"gestionar comunicaci\u00f3n de crisis\"],\"articleSection\":[\"Actualidad\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/proacomunicacion.es\/comunicacion-crisis-7\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/proacomunicacion.es\/comunicacion-crisis-7\/\",\"url\":\"https:\/\/proacomunicacion.es\/comunicacion-crisis-7\/\",\"name\":\"El portavoz de crisis: 10 aciertos (I) - 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