A press secretary or press officer is a senior advisor who provides advice on how to deal with the news media and, using news management techniques, helps their employer to maintain a positive public image and avoid negative media coverage.
8-494: They often, but not always, act as the organization's senior spokesperson . Many governments also have deputy press secretaries. A deputy press secretary is typically a mid-level political staffer who assists the press secretary and communications director with aspects of public outreach. They often write the press releases and media advisories for review by the press secretary and communications director . There are usually assistant press secretaries and press officers that support
16-406: A day-to-day level and for more routine announcements, the job may be delegated to the corporate communications or investor relations departments (or equivalents), who will act as spokespeople. As an example, in the particle physics community, large collaborations of physicists elect one (or two) spokespeople or leader(s) of the collaboration. The spokesperson in such cases is the lead scientist of
24-426: Is someone engaged or elected to speak on behalf of others. In the present media-sensitive world, many organizations are increasingly likely to employ professionals who have received formal training in journalism, communications , public relations and public affairs in this role in order to ensure that public announcements are made in the most appropriate fashion and through the most appropriate channels to maximize
32-413: The collaboration, not a public speaker. Each collaboration chooses the roles and responsibilities of the spokesperson for internal purposes, but typically spokespeople also have defined roles for liaising with the host laboratory and/or funding agencies. In certain governmental organizations (i.e. city, county, school district, state government and police/fire departments), a public information officer
40-402: The impact of favorable messages and minimize the unfavorable. Celebrity spokespeople such as popular athletes (such as Michael Jordan for Nike and Coca-Cola ) or entertainers (such as Beyoncé for Pepsi and L'Oreal ) are often chosen as spokespeople for commercial advertising. Unlike giving a personal testimonial , it is the job of spokespeople to faithfully represent and advocate for
48-414: The organization's positions, even when these conflict with their own opinion. As a result, spokespeople are generally selected from experienced, long-time employees or other people who are known to support the organization's goals. A corporation may be represented in public by its chief executive officer, chairperson or president, chief financial officer, counsel or external legal advisor. In addition, on
56-558: The press officer originated in Europe in the 19th century, created by governments. In the United States, Stephen T. Early , who worked for President Franklin D. Roosevelt , is credited as being America's first modern presidential press secretary. This job-, occupation-, or vocation-related article is a stub . You can help Misplaced Pages by expanding it . Spokesperson A spokesperson , spokesman or spokeswoman ,
64-440: The press secretary. Press secretaries also give declarations to the media when a particular event happens or an issue arises inside an organization. They are expected, therefore, to have in-depth knowledge about the institution or organization they represent, and to be able to explain and answer questions about the organization's policies, views upon a particular issue and its official standpoint on problematic questions. The role of
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