ABSTRACT
A clear measure of a good spokesperson is the number of interview requests they get from the media. A new image campaign and/or a new significant advertising or promotional campaign could also be the trigger for an interview with the business media. The media are a dominating factor for the success or failure of political campaigns. This became very obvious in several elections for the US presidency and also most recently in the election of the governor of the US state of California. It is a proven fact that the quality of a press article is enhanced significantly whenever a company spokesperson is quoted – as long as he is ‘on message’ or has been trained to be. A negative comment in the business press can be very damaging, since it will impact on the attitude of investors, influencers and decision makers.
