Though it’s important for some messages to come from top leaders, sometimes authenticity requires turning to someone other than your chief executive.

There are a variety of factors to consider when putting a spokesperson forward.

What is your goal?

If your goal is to talk about the organization’s overarching goals, give updates to stakeholders, then your CEO may be your best messenger. If the goal is to evoke emotion, then perhaps you need to engage a spokesperson. 

What is your messenger’s skills or qualities?

You need to consider your messenger’s background, especially when it comes to their skills and qualities. Often, audiences are looking for someone who is relatable and conveys information in a way that’s easy to understand.

Is your messenger authentic?

Audiences are smart and they can tell when a messenger is not being genuine. Authenticity is crucial, and your spokesperson needs to have actions to back up the message.

Rely on your team. Identify a person who represents the values you are looking to convey, and embrace that representation has many faces. Sometimes those at the top would do well to just listen.