How to Choose the Right Spokesperson

By Jessica Harding 

In PR, the right spokesperson can make the difference between a campaign that soars and one that sinks. You need someone who can deliver your brand’s key messages and connect them seamlessly to the news agenda.

Your CEO might know the brand story inside out, but that doesn’t guarantee media appeal. Sometimes, an external figure with specialist expertise or public recognition will open more doors.

Example: For B&M’s gardening campaign, Chelsea Flower Show designer Lynne Lambourne was a masterstroke. As a celebrity gardener, she was already on producers’ radar. In her Times Radio interview, one tip was to shop at B&M. This positioned the retailer as the go-to destination for gardening utensils. Her credentials matched the campaign perfectly, and the media took notice.

Crafting a Strong Spokesperson Bio

Your spokesperson’s bio is their audition tape. Journalists and producers scan dozens a day - so yours must stand out instantly. It should:

• Lead with credentials that prove they belong in the conversation.

• Give producers a clear picture of how they’ll be introduced on air.

• Include a snappy, quotable line to spark interest.

Keep it concise - 50 to 80 words is ideal. A sharp bio helps media professionals say “yes” faster.

Using Case Studies 

Case studies can be gold dust for PR. Real people telling real stories adds authenticity and creates an emotional connection.

For local and regional outlets, proximity matters. A case study from the broadcast area can often trump a big-name guest. Keep a ready-to-go bank of case studies from across the UK so you can pitch quickly when the opportunity lands.

Helping Journalists and Producers to ‘hear’ your spokesperson in the email pitch. 

Don’t just pitch the person - pitch the segment. Think like a producer:

• How will they introduce your guest?

• What will they talk about?

• Why will the audience care?

Include a concise bio and one strong quote in your email pitch so producers can “hear” the segment before it happens. Make it easy for them to picture and book your spokesperson.

Summary  

The most effective spokesperson is one the media wants to talk to. Match the right person to the right campaign, arm them with a strong bio, and always pitch with the producer’s perspective in mind. Do that, and you’ll land more interviews, more often.