When the Spokesperson Needs a Spokesperson

The resignation of Andy Coulson, with the words that 'when a spokesman needs a spokesman it's time to go', raises an interesting question about the role of a spokesperson.

Often those new to public relations focus on issuing positive stories. However it's equally important to be prepared for any negative press that may arise. This can be approached in three ways:

• Network - ensure you are aware of any possible disagreements or work-related issues with the staff in your company, especially those that have the potential to escalate and reach the media . Being alert to the feeling within the company means you can prepare to contain any disagreements.
• Be aware of any contentious issues -  draft statements clarifying the Board's position on any contentious issues eg if you work in the fashion industry then the PR should be aware of the company's position on fur, leather, child labour, etc. Any issue in your field that can prompt a deluge of negative attention. 
• Take control - if a negative story arises or an emergency occurs. It's important for the PR to be the first and only point of contact. Remember you represent the company and not any one individual