Finding the right spokesperson for your nonprofit organization is one of the most critical decisions you’ll make in your public relations strategy.
An effective spokesperson serves as the voice and face of your mission, translating complex initiatives into compelling stories that resonate with media outlets, potential donors, and the public. Unlike for-profit companies where the CEO often fills this role by default, nonprofits have unique considerations when selecting their ideal spokesperson.
This guide will help you identify, prepare, and support the person who will represent your cause to the world, ensuring your message reaches those who need to hear it most.
Of course, not everyone is cut out to be a press spokesperson, and that’s okay. You really just need one spokesperson to deal with the media, but it’s absolutely essential that you choose the right person.
Choosing a Spokesperson
Here are a few tips to help you when selecting a press spokesperson for your nonprofit.
- Look to a high-ranking individual in the organization—Your media spokesperson doesn’t necessarily need to be the highest ranking individual in your nonprofit, but it should be someone that has some level of rank and authority in the organization.
- Choose someone who knows your message and is passionate about it—One of the most important things is for your spokesperson to know your organization’s key messages forwards and backwards. They need to be able to tie these messages beautifully into interviews, and they should know their stuff so well that they can handle even the toughest questions from reporters. Furthermore, they need to really believe what they’re saying.
- Make sure the individual is presentable and commands respect—It’s not right to judge a book by its cover, but that’s exactly what people do. If you choose a spokesperson who doesn’t clean up well, no one is going to take your organization that seriously. The person has to look respectable.
- Find someone who can speak clearly and simply—You don’t want a spokesperson who gets tongue-tied easily or who rambles on and on without making a point. You need someone who has a knack for distilling your message into its simplest form. You need a spokesperson who speaks in a clear, easy-to-understand way that people can follow.
- Choose an individual who reacts well under pressure—Even under the best circumstances, a media interview can be a nerve-racking experience, still if your spokesperson finds himself or herself in the crosshairs of a journalist who is out for blood, it can be especially challenging to remain calm, cool, and collected. You should choose someone who doesn’t get rattled easily and who can respond perfectly when things get tough.
- Pick someone who will always be available—You never know when a reporter is going to try to get in touch with you, so make sure you choose a spokesperson who is going to be readily available by phone and email for media inquiries. You don’t want to squander publicity opportunities by not responding to a reporter.
What Makes an Effective Spokesperson
The success of your nonprofit’s media relations often hinges on the effectiveness of your spokesperson. Beyond just being articulate or knowledgeable, a truly impactful spokesperson combines several key qualities that enable them to represent your organization authentically and persuasively.
Communication Skills and Media Presence
An effective spokesperson possesses exceptional verbal communication skills that translate across various media formats. They speak clearly and concisely, avoiding jargon while maintaining the emotional core of your message.
The best spokespersons understand how to adapt their delivery based on whether they’re speaking to print journalists, appearing on radio, or facing television cameras.
They maintain composure under pressure, deliver consistent messaging regardless of the situation, and can pivot gracefully when faced with unexpected or challenging questions.
Authenticity and Credibility
Journalists and audiences alike can detect insincerity immediately. Your spokesperson must genuinely believe in your nonprofit’s mission and communicate with authentic passion.
This authenticity builds credibility—a spokesperson who has firsthand experience with your work, whether as a program director, beneficiary, or long-term advocate, brings invaluable perspective and trustworthiness to interviews.
Their personal connection to your cause allows them to share compelling stories and examples that statistics alone cannot convey.
Strategic Messaging Abilities
Beyond simply answering questions, exceptional spokespersons proactively bridge to your organization’s key messages in every interaction with media.
They understand your nonprofit’s strategic objectives and can weave these priorities naturally into conversations without sounding scripted or promotional. This ability to “bridge” from any question back to core messaging ensures consistency across all communications while maximizing every media opportunity.
Crisis Communication Readiness
Perhaps most importantly, effective spokespersons demonstrate grace under fire. When controversies arise—as they inevitably do—your spokesperson must respond thoughtfully rather than defensively.
They acknowledge concerns directly, provide context without making excuses, and clearly articulate the steps your organization is taking to address issues.
This measured approach during difficult moments often determines whether a crisis damages your reputation permanently or becomes an opportunity to demonstrate your nonprofit’s values and transparency.
Cultural Sensitivity and Inclusivity
In today’s diverse media landscape, spokespersons must communicate inclusively and demonstrate cultural competence. They should understand how various communities might interpret your nonprofit’s work differently and adjust their language accordingly.
An effective spokesperson recognizes potential blind spots in messaging and works proactively to ensure all communications respect the dignity and perspectives of those your organization serves.
By prioritizing these qualities when selecting your nonprofit’s spokesperson, you’ll identify someone who can not only handle media inquiries competently but truly elevate your organization’s public presence and advance your mission through strategic communications.
How to Prepare Your Spokesperson for Media Interviews
Effective media representation doesn’t happen by chance—even naturally talented communicators need proper preparation before facing journalists. Implementing a structured training program for your nonprofit’s spokesperson ensures they’ll represent your organization professionally in any situation.
Develop Clear Messaging Documents
Before any training begins, create concise message documents that your spokesperson can internalize. The San Francisco-based nonprofit Glide Foundation exemplifies this approach well—their spokespersons work from a core document containing 3-5 key messages about their homelessness initiatives, with supporting facts and personal stories for each point. These aren’t scripts to be memorized but rather thematic anchors that guide all media conversations.
“Our spokesperson preparation starts with message clarity,” explains Jean Thompson, communications director at Community Action Network. “We developed a one-page message map with our three priority themes and supporting points. Our spokesperson practiced bridging back to these themes until they became second nature.”
Conduct Mock Interviews
Simulate realistic interview scenarios, including challenging questions. Record these practice sessions so your spokesperson can review their performance:
- Start with basic questions before progressing to more difficult ones
- Include unexpected questions that might catch them off-guard
- Practice different formats (phone, video, in-person)
- Simulate both friendly and adversarial interviewer styles
When the ACLU prepared their healthcare access spokesperson, they conducted twenty mock interviews before their major campaign launch—starting with friendly practice runs and gradually introducing more challenging scenarios, including interruptions and misleading questions.
Train on Technical Aspects
Media training should cover practical elements beyond messaging:
- Body language and voice modulation: Maintaining open posture, appropriate eye contact
- Interview timing: Speaking in concise 15-30 second sound bites when needed
- Bridging techniques: Transitioning gracefully from difficult questions to key messages
- “No comment” alternatives: Ways to address questions they cannot fully answer
Prepare for Crisis Scenarios
Establish clear protocols for how your spokesperson should handle unexpected crises. The American Red Cross requires all regional spokespersons to complete crisis simulation training where they must respond to evolving disaster scenarios with incomplete information—similar to real-world conditions.
Common Mistakes to Avoid When Selecting a Spokesperson
Even well-intentioned organizations frequently make critical errors when choosing representatives for media engagement. Being aware of these pitfalls can help your nonprofit avoid costly reputation management issues.
Choosing Based on Hierarchy Rather Than Skill
Many nonprofits automatically designate their executive director or board chair as spokesperson regardless of communication ability. When the Environmental Defense Coalition selected their founder as spokesperson based solely on position, his technical expertise but poor communication skills resulted in complex, jargon-filled interviews that confused rather than clarified their mission.
“We made the mistake of assuming our senior scientist would make the best spokesperson because he knew everything about our water conservation programs,” recalls Maria Sanchez of River Alliance. “But his inability to simplify complex concepts for general audiences meant our message wasn’t getting through. We’ve since trained our community outreach coordinator, who connects much better with reporters.”
Neglecting Diversity Considerations
Failing to consider how your spokesperson selection reflects your commitment to diversity can undermine credibility. When a youth-focused nonprofit had their 65-year-old executive director speak about teen mental health initiatives instead of their younger program directors who worked directly with clients, media coverage consistently highlighted this disconnect.
Selecting Someone Unavailable or Overcommitted
A common mistake is choosing someone with an already overwhelming schedule. The Childhood Cancer Foundation learned this lesson when their medical director spokesperson frequently missed media opportunities due to clinical responsibilities. They eventually created a spokesperson team with primary and backup representatives to ensure consistent availability.
Prioritizing Charisma Over Message Discipline
Some organizations select highly charismatic individuals who struggle with message consistency. When Habitat for Humanity’s local chapter chose a dynamic volunteer as their media representative, his tendency to go off-script and share personal opinions rather than organizational positions created confusion about their housing initiatives.
Insufficient Media Training Investment
Perhaps the most prevalent mistake is inadequate training investment. The American Heart Association attributes their messaging consistency to requiring all potential spokespersons to complete at least 16 hours of media training and demonstrate proficiency before any public representation.
“We budgeted for professional media training for our spokesperson and it was the best investment we made,” notes James Williams from Feeding America. “The difference between her first practice interview and her national broadcast appearance three months later was remarkable—preparation made all the difference.”
By avoiding these common pitfalls and investing in proper spokesperson selection and preparation, your nonprofit can develop media representatives who effectively advance your mission through every public interaction.
Your Spokesperson: The Bridge to Your Nonprofit’s Future Success
Finding, preparing, and supporting the right spokesperson isn’t just about handling today’s media requests—it’s about building the foundation for your nonprofit’s future visibility and impact. A well-prepared spokesperson transforms your press outreach from simple information dissemination into compelling storytelling that captures media attention and public support.
Take Your Nonprofit’s Message Further
Once you’ve selected and trained your ideal spokesperson, the next critical step is ensuring their voice reaches the right audiences through strategic press release distribution. This is where eReleases can amplify your nonprofit’s message and maximize your spokesperson’s effectiveness.
Our specialized nonprofit press release distribution services help organizations like yours:
- Connect with journalists already covering causes similar to yours
- Target specific geographic regions or industry sectors relevant to your mission
- Provide the professional formatting and delivery that increases media pickup
- Track engagement and coverage to refine your messaging strategy
Don’t let your carefully crafted messages and well-prepared spokesperson go unheard. Partner with eReleases to ensure your nonprofit’s story reaches those who need to hear it most—whether you’re announcing a new initiative, responding to community needs, or sharing the impact of your work.
Ready to empower your spokesperson with greater reach? Visit https://www.ereleases.com/causewire/ to learn how our affordable press release distribution services are helping organizations like yours amplify their voice and advance their mission.
Download your free copy of 7 Cheap PR Tactics for Success in Any Economy to complement your spokesperson strategy: eReleases.com/free-offer/cheap-pr-tactics
Have any tips you’d add to this list? Let us know by commenting below.
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: https://www.ereleases.com/free-offer/cheap-pr-tactics/