If you've watched the news or followed social media during a company crisis, you know how critical and memorable the moments that follow are to a brand. Retweeted and replayed quotes from media interviews become the public's association with your brand, and the last thing you want in a time of crisis is a misconception of your company. The words spoken during a crisis can often lead to a make-or-break moment for your employees, company, and brand.

In B2B Public Relations, it is necessary to not only build a crisis communication plan, but to decide the company spokesperson during times of crisis. So who exactly should you choose to interact with the media? PR Daily highlights three common arguments about who to consider when choosing your brand's spokesperson.

Argument 1: The CEO. It is a common myth that the default spokesperson in a crisis should always be a CEO. If the CEO is automatically the spokesperson, the public can often be led to believe the crisis at hand is larger than it really is. We aren't saying that the CEO should stay behind closed doors and avoid the crisis, but if the CEO is busy being the spokesperson for the company, they do not have time to manage or focus on business operations.

Argument 2: The PR specialist. The public relations specialist for your company is a logical choice for a spokesperson. Although the PR specialist will be leading the crisis management team, they do not have to be the only voice to the public. They will have the expertise to communicate with media, but they may not have it in regards to the crisis subject matter.

Argument 3: A variety of people. It is a safe prediction that multiple people will be speaking with media during a time of crisis. A great plan for preparedness would be to ensure that numerous people are properly trained to speak to media during this delicate time. A knowledgeable subject matter expert should always be available to speak with media about the details of the crisis. For example, if the company is accused of discrimination during the hiring process, a human resources specialist should be trained to take the lead.

Your spokesperson, or persons, should be knowledgeable, empathetic, and able to handle themselves professionally in a time of crisis. Selecting a spokesperson in advance will help you be prepared to stand firm when a crisis hits. If your crisis communication plan needs work, or you need to know how to interact with media, the experts at Ripley PR can implement media training for employees so that your business can handle a company crisis effectively and professionally.