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0-5 years of experience
- Expanded social media presence by focusing on Missouri education news and more original content. Increased Twitter followers by 20 times and quadrupled “likes†on Facebook.
- Coordinated nine statewide regional meetings seeking input on what matters most in public education. More than 1,200 people attended, and we received more than 3,000 public comments. Attendees praised the open dialogues facilitated by trained department staff.
- Redesigned the largest website in state government to focus on our audience needs, and the site (https://dese.mo.gov) received a first place award from the Missouri School Public Relations Association. Analytics showed 50% improvement in site navigation.
- Served as the department spokesperson, managing more than 500 news inquiries every year, and proactively pitching education news stories to media.
- Increased awareness of the Top 10 by 20 campaign – the state’s goal to be a top state for education by the year 2020. One tactic of using celebrity PSAs garnered thousands of views of our messages without buying television advertisement time.
0-5 years of experience
Managed branding of a multitude of clients both on radio and on-line along with public appearances.
- Concept development, strategic organizational delivery, storyline and delivery methods.
- Directed creative content and production including FB Live and Remote Broadcasts.
- Developed and executed annual Marketing Plan including category research, competitor analysis, brand
- Develop, plan and execute successful events generating attention to brand/product.
- Conduct “idea sessions” to re-image or add to already successful campaigns.
- Prepare concepts for new clients that promote their brand via commercial spots.
6-10 years of experience
- Implemented experiential marketing program at regional and national motorcycle events to create brand awareness and increase sales to recapture market share lead for Progressive Motorcycle Insurance.
- Interact with all media outlets to present brand messaging and information pertaining to company history, development and products.
- Act as the “face and voice” of Progressive Motorcycle Insurance and any and all regional and national motorcycle events including but not limited to motorcycle rallies and Progressive International Motorcycle Shows.
- Conducted national market test program for Miller Coors.
- Launched national campaign to introduce Redd’s Apple Ale for Miller Coors.
- Integral in creating experiential marketing strategies for Progressive Motorcycle Insurance.
0-5 years of experience
Primary role was to promote and sell the speed cook Turbo Chef wall oven.
- Promotion through Food Demonstrations, Media Interviews, Home events, Cooking tours, Special Accounts, Builder and Designer trade shows. Attend and demonstrate at all sales driven events.
- Conduct Product demonstration and application training for customers, new employees and freelancers
- Work at customer site to support start-up of new applications and recipes.
- Grow sales and hunt new sales opportunities. Exceeded sales goal three years straight. Work with 10 manufacturer rep groups in mid-west territory.
10+ years of experience
- Approaching individuals and educating them on the promotional product(s).
- Offer samples to public while explaining details of specials or offers.
- Motivated to learn every product I am promoting to insure I can answer client questions and properly promote company products.
- Maintaining a professional appearance.
- Handling payment of company and receipt of payment for auditing purposes.
- Standing for long periods of time, lifting up to 40lbs at times, and setting up event tables, displays, and stands.
- Training new promotional spokespeople in all of the above.
0-5 years of experience
- Responsible for addressing radio/tv media regarding the organization’s current or upcoming events
- Coordinate and host public speaking engagements
- Travel to various business and/or organizations speaking to audiences
- Established relationships with other organizations, administrations and/or companies assisting in sponsorship etc.
6-10 years of experience
- Facilitate and train for student for meetings, conferences, and summits, with a primary focus on bullying and suicide prevention
- Serve as a liaison between child and mentor/parent/teacher
- Offer 24/7 support and crisis management
- Teach identifying factors and coping skills for bullying and suicide prevention
0-5 years of experience
Exemplify excellent sales ability
- Operate cash register/process payments
- Commercial voice for all television, radio and other media outlets
- Assist with the development of sales promotions and marketing strategies
0-5 years of experience
- Run a two state campaign to increase awareness of brand
- Strategize earned media opportunities, craft press releases
- Social Media Marketing/Strategy
Spokesperson Duties and Responsibilities
Based on listings we’ve analyzed, a spokesperson can expect to complete the following common duties:
Arrange and Attend Press Conferences One of the primary duties of a spokesperson is to schedule and appear at press conferences on the company’s behalf. They may be responsible for contacting members of the press, delivering prepared remarks, and fielding press questions regarding an organization’s activities. For some businesses, this involves presenting a new product or project, while a spokesperson in a government role may provide updates on situations and legislative accomplishments.
Manage Public Information The spokesperson plays an important role in getting information about the organization out to the public and controlling the flow of that information. They work closely with brand managers and public relations professionals to craft statements and press releases, ensuring that information is relevant and timely. A spokesperson also guides public conversation about the organization by directing conversations and managing the balance between publicly available information and private developments.
Travel to Industry Events The spokesperson’s role requires a significant amount of travel to represent the organization. They may attend conferences and industry events as the “face” of the organization, building recognition and trust through in-person events and meetings. The spokesperson attends these events and hosts organization events to build a network, enhance brand recognition and trust, and reach potential customers or other members of the public.
Present the Organization’s Message Many of the spokesperson’s duties involve sharing their organization or brand’s message. They may work with advertising and public relations personnel to craft a narrative and ensure that public statements and op-eds are in line with the organization’s goals and objectives. A spokesperson makes efforts to present their organization in a positive light and ensure that talking points are successfully spread to the public and other audiences.
Minimize Negative Publicity Finally, a spokesperson may be responsible for damage control following negative publicity or media coverage. An organization’s spokesperson may speak to the public to clear up confusion, answer questions, and attempt to change the narrative by focusing on the organization’s positive accomplishments. The spokesperson may also work to clear up any false or misleading coverage of the organization.
Spokesperson Skills and Qualifications
As the face and voice of an organization, a spokesperson balances public relations and brand management. Companies tend to hire spokespeople with bachelor’s degrees in related fields, along with the following skills:
- Public speaking – public speaking is an essential skill for a spokesperson, as they are tasked with representing their organization and answering questions at press conferences and public events
- Brand management – spokespeople should also be familiar with the principles and practices of brand management to successfully shape their organization’s messaging and reputation
- Media relations – successfully interacting with members of the media is vital in this role, so effective presentation and messaging is key
- Communication skills – a spokesperson constantly communicates on behalf of their organization, both in verbal presentations and written materials like press releases
- Networking skills – while representing an organization, a spokesperson needs to focus on building their network and establishing relationships with customers and the public
Spokesperson Education and Training
Most spokespeople have a bachelor’s degree in a related field such as marketing, public relations, or journalism. They should also have extensive public speaking experience. There are many opportunities for on-the-job training available as a spokesperson develops extensive knowledge of their organization’s goals and priorities when it comes to messaging.
Spokesperson Salary and Outlook
While the Bureau of Labor Statistics (BLS) does not provide salary estimates specifically for workers in the spokesperson role, its estimated median annual wage for public relations specialists is $58,020. This rate can vary widely based on location and organization, since the duties of a company spokesperson are very different from those of a government spokesperson. The BLS expects employment for public relations specialists to grow 9 percent by 2026, which may provide a general sense of employment growth for spokespeople as well.
Helpful Resources
If you’re interested in finding out more about working as a spokesperson, we found a number of resources on the web for further reading and information: “
Seven Characteristics of a Great Spokesperson” – read about the techniques and practices that make spokespeople effective ambassadors for their brands and organizations
Living Proof: Telling Your Story to Make a Difference – authors John Capecci and Timothy Cage describe how storytelling helps build an audience and helps spokespeople become more effective “
13 Golden Rules of PR Crisis Management” – learn how to effectively handle messaging and negative publicity during times of organizational crisis and upheaval
Successful Spokespersons Are Made, Not Born: Expanded Edition – expert Harold Hartvigsen shares best practices and techniques for becoming an effective advocate for your organization
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Last edited by: Gabriela Barcenas, CPRW, Content Writer II -
Gabriela Barcenas
CPRW, Content Writer IIGabriela is a Certified Professional Resume Writer (CPRW) and career adviser. With 10 years of digital media experience and five years of resume writing expertise, her publication history includes fashion, education, travel, social justice, equitable design and career advice.
