Lily Baughan

CMAT 344
13 February 2020
Being a Spokesperson

As a spokesperson, it would be my job to promote a company or organization’s brand through

press releases, endorsements, public announcements, etc. It is essentially marketing the company’s

brand to the public and convince them that it is exactly what they want. Being a spokesperson for the

Department of Communication at Salisbury University may seem different to a company spokesperson,

but they essentially function the same.

My duties and responsibilities would also mirror that of a company spokesperson. I would be in

charge of arranging press conferences and appearing on behalf of the department to perhaps present a

new product or address concerns of the students and faculty/staff. I would also oversee how the public

information is managed. I want to create a good flow of information from the department to the public

and simultaneously control what the public is informed about. Knowing my audience is an important

factor when controlling the flow of information. I need to know who the information is going to and

what they would want to know.

Industry relations would also be one of my responsibilities because of how it contributes to the

department’s brand. By appearing at events both on campus among students and faculty/staff as well as

off campus among other communication departments from different universities. This helps to develop

a repour with the public and strengthens the flow of information.

Most importantly, it is important that I help reflect the department’s message or mission

statement to the public. Letting the public know who you are and what you stand for is the bases for a

quality brand. In some cases, I may have to assist in minimizing negative publicity. Every company will

have a scandal at some point, and it is important the spokesperson knows how to suppress the

blowback from the public.

 I think my biggest challenge as the spokesperson for the Department of Communication would

be capturing the attention of my audience. College students, as well as faculty/staff, are busy individuals

who rarely have time, or feel like they do not have time, to pay attention to what we have to say. I need

to create press releases and announcements that will capture my audience and make them want to pay

attention. It would need to be quick, concise and compelling, or else my audience will not pay me any

mind. By creating visual press releases, I can use colors that pop and draw in the eye. I would then, in as

few words as possible, give my message in a way that will interest the reader; either by telling them

about something they need or providing something they want.

Another challenge I may face is controlling the narrative. In a day and age where almost

everyone has some sort of social media, it may be hard to keep control of the flow of information.

Word-of-mouth is extremely persuasive and, if the department should find themselves in a scandal,

minimizing the blowback could prove very difficult. The public would hear one thing from one individual

and spread that information across every social media platform until everyone inside and outside of the

university is aware. I would combat this by being open and honest. No company or organization has

benefited during a scandal by lying until they are eventually caught; that will reflect poorly on the brand

and ruin any chances of a comeback. I would do my best to get ahead of the social media blast and

inform the public of the problem the department is facing. This way, the public will see us as honest and

trustworthy, hopefully allowing us to bounce back more quickly.