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You get a call. A reporter wants to conduct an interview now on an issue, or maybe there’s a crisis.

Whom do you have represent your company? Check your assumptions at the door. You don’t need someone smooth or slick. And it isn’t necessarily someone from your public relations department. In some cases, the CEO isn’t the right answer either. So who is right for the job?

It’s not about selecting the right job title. It’s all about picking the right person. You need to select someone who is knowledgeable and can translate that knowledge into comments that are easily understood by the masses. That person also needs to be able to think on his or her feet and not get flustered or angry.

Ideally, it’s someone who comes off as very sincere and authentic. The media and the public are very savvy to being spun. They want the straight story, and it is to your advantage to provide it.

On top of all this, that person needs to be interesting. The media won’t use his or her comments if they’re bland or aren’t relevant. You want your spokesperson’s comments to be picked up. It’s the only way to tell your story in your words. Think of someone who can capture people’s attention in a meeting or at a party.

This person should be comfortable meeting new people and able to quickly build a rapport with them. Ease your choice into the job by generating some positive PR that he or she can address. That way, if and when a crisis comes, the spokesperson is already comfortable in the role as the voice of your company.

That person is going to be the focal point every time your company is in the spotlight. Choose wisely.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan