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Financial ServicesISCO 2432

Spokesperson

A spokesperson is a person who speaks on behalf of a company or an organisation, representing it through announcements and press conferences.

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Rate 5 of the 13 essential skills of this occupation (European ESCO data). No account needed.

protect client interests

give interviews to media

establish relationship with the media

perform public relations

analyse external factors of companies

About spokesperson

The spokesperson develops communication strategies, works out what the organisation's position is, which parts of it can be stated, in what order and to whom, and then uses different communication channels to carry it: a written statement, a briefing, an interview, a post. The spokesperson also delivers public presentations, including press conferences, where they answer journalists' questions.

The spokesperson presents clients in a positive light and works towards a better understanding of their activities and interests. They represent clients through announcements and conferences and help shape public opinion about the company or organisation. They protect client interests and take corporate social responsibility into account in what they communicate.

The spokesperson analyses the external factors affecting a company, such as regulation, competitors, public mood and what has already been reported. The role requires knowledge of communication principles and of how public opinion is shaped. Formal requirements are set by the employer.

European Skills Framework

Skills and knowledge areas required for this occupation based on European classification.

Essential (13)

diplomatic principlesdiplomatic principlesThe practices of facilitating agreements or international treaties with other countries by conducting negotiations and attempting to protect the interests of the home government, as well as facilitati...corporate social responsibilitycorporate social responsibilityThe handling or managing of business processes in a responsible and ethical manner considering the economic responsibility towards shareholders as equally important as the responsibility towards envir...forming of public opinionforming of public opinionThe process whereby perceptions and opinions toward something are forged and enforced. The elements that play a role in public opinion such as framing information, psyche processes, and herding.rhetoricrhetoricThe art of discourse that aims at improving the ability of writers and speakers to inform, persuade or motivate their audience.communication principlescommunication principlesThe set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.protect client interestsprotect client interestsProtect the interests and needs of a client by taking necessary actions, and researching all possibilities, to ensure that the client obtains their favoured outcome.develop communications strategiesdevelop communications strategiesManage or contribute to the conception and implementation of an organisation's internal and external communications plans and presentation, including its online presence.use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.give interviews to mediagive interviews to mediaPrepare oneself according to the context and the diversity of media (radio, television, web, newspapers, etc.), and give an interview.establish relationship with the mediaestablish relationship with the mediaAdopt a professional attitude to respond effectively to the demands of the media.perform public relationsperform public relationsPerform public relations (PR) by managing the spread of information between an individual or an organisation and the public.analyse external factors of companiesanalyse external factors of companiesPerform research and analysis of the external factor pertaining to companies such as consumers, position in the market, competitors, and political situation.conduct public presentationsconduct public presentationsSpeak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.
Optional (21) — show
digital communication and collaborationdigital communication and collaborationCommunicate in digital environments, share resources through online tools, link with others and collaborate through digital tools, interact with and participate in communities and networks, cross-cult...market researchmarket researchThe processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets...types of mediatypes of mediaThe means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.reputation managementreputation managementThe influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversation...apply diplomatic principlesapply diplomatic principlesApply the processes involved in the creation of international treaties by conducting negotiations between representatives of different countries, protecting the home government's interests, and facili...implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.advise on public relationsadvise on public relationsAdvise business or public organisations on public relations management and strategies in order to ensure efficient communication with target audiences, and proper conveying of information.build community relationsbuild community relationsEstablish affectionate and long-lasting relationships with local communities, e.g. by organising special programmes for kindergarten, schools and for disabled and older people, raising awareness and r...speak different languagesspeak different languagesMaster foreign languages to be able to communicate in one or more foreign languages.organise press conferencesorganise press conferencesOrganise interviews for a group of journalists in order to make an announcement or answer questions on a specific subject.work closely with news teamswork closely with news teamsWork closely with news teams, photographers and editors.develop promotional toolsdevelop promotional toolsGenerate promotional material and collaborate in the production of promotional text, videos, photos, etc. Keep previous promotional material organised.identify customer's needsidentify customer's needsUse appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.draft press releasesdraft press releasesCollect information and write press releases adjusting the register to the target audience and ensuring that the message is well conveyed.develop professional networkdevelop professional networkReach out to and meet up with people in a professional context. Find common ground and use your contacts for mutual benefit. Keep track of the people in your personal professional network and stay up ...give live presentationgive live presentationDeliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.liaise with politiciansliaise with politiciansLiaise with officials fulfilling important political and legislative roles in governments in order to ensure productive communication and build relations.advise on public imageadvise on public imageAdvise a client such as a politician, artist or another individual dealing with the public on how to present themselves in a way which would gain most favour from the general public or a target audien...build business relationshipsbuild business relationshipsEstablish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the orga...follow the newsfollow the newsFollow current events in politics, economics, social communities, cultural sectors, internationally, and in sports.analyse the comments of selected audiencesanalyse the comments of selected audiencesIdentify and summarise recurring and distinctive elements in comments from selected, trusted audiences.

Related Occupations

Occupations that need many of the same essential skills, so the move between them is shortest.

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Frequently asked questions

What does a spokesperson do?

Spokespeople speak on behalf of companies or organisations. They use communication strategies to represent clients through public announcements and conferences. They promote their clients in a positive light and work to increase an understanding of their activities and interests.

What skills does a spokesperson need?

A spokesperson needs 13 essential skills, including diplomatic principles, corporate social responsibility, forming of public opinion, rhetoric, communication principles.

Will AI replace spokesperson jobs?

The AI disruption score for spokesperson is 37/100 (moderate risk). Skills most exposed to automation: follow the news, draft press releases, develop promotional tools. Most resilient: build community relations, diplomatic principles, liaise with politicians.

AI Replacement Risk

37/ 100
Moderate Risk
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Quick Facts

SectorFinancial Services
ISCO GroupBusiness and administration professionals
Essential Skills13

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