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A spokesman (spokesperson or spokeswoman), or spokesmodel is a person who speaks on behalf of others, but is understood not to be necessarily part of the others (e.g. is hired to represent the others). Spokesperson is a typical example of a non-sexist neologism that was invented to replace the conventional spokesman. In the present media-sensitive world, many organisations are increasingly likely to employ professionals who have received formal training in journalism, communications, public relations and public affairs in this role in order to ensure that public announcements are made in the most appropriate fashion and through the most appropriate channels to maximise the impact of favourable messages, and to minimise the impact of unfavourable messages. Popular local and national sports stars (such as Michael Jordan or Bob Uecker) are often chosen as spokespeople for commercial advertising. A corporation may be represented in public by its Chief Executive Officer, Chairman or President, Chief Financial Officer, Counsel or external legal advisor. In addition, on a day to day level and for more routine announcements, the job may be delegated to the Corporate Communications or Investor Relations departments (or equivalents), who will act as spokesmen.
Skill set Spokesmen will have: | ||||||||
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