Who Speaks for the Organization? Ensuring Clarity and Transparency in Public Communication.
Governing Boards Part-10
By Rick Aman on"It takes 20 years to build a reputation and five minutes to ruin it." – Warren Buffett
One of the most critical yet often-overlooked responsibilities of a governing board is deciding who speaks publicly for the organization. In times of crisis or volatile events, when information moves swiftly, and public scrutiny is intense, unclear or conflicting messages can erode trust and damage credibility. With constant social media coverage and a highly attentive audience, clear communication protocols are not optional; they are essential. A well-defined strategy ensures the right voice is heard at the right time, protecting the organization’s reputation, strengthening stakeholder confidence, and preventing costly missteps.
Why Clear Protocols Matter
When communication roles are not clearly defined, mixed messages and misunderstandings are bound to arise. In a world where information spreads instantly, inconsistent or contradictory statements from different representatives can quickly undermine stakeholder confidence. Trust is the foundation of any successful organization, and ambiguous messaging or conflicting voices can rapidly erode that trust.
Conversely, when spokesperson roles are clearly defined, organizations can maintain greater control over their public image and the narrative surrounding key issues. Clearly outlined protocols ensure that each representative speaks from the same page, reinforcing transparency, accountability, and credibility. This allows the organization to navigate public scrutiny with confidence and manage reputational risks effectively. By having structured communication roles in place, organizations can build stronger relationships with their communities, mitigate the risks of confusion, and ensure that their strategic direction is communicated clearly.
Defining the Voice of the Organization
For any organization to communicate effectively, it must establish best practices that ensure clarity, consistency, and a unified message. A well-coordinated approach prevents mixed signals and reinforces trust with stakeholders. The first step is to develop clear communication policies that designate who is authorized to speak on specific matters. These policies should define each spokesperson’s responsibilities, any limitations they may have, and the approval processes required before making public statements. Because crises can emerge suddenly, these protocols must be determined in advance rather than being developed ad hoc in the moment. A prepared organization can respond swiftly and with a cohesive voice, ensuring that messaging remains clear, credible, and aligned with its values.
Typically, three primary spokespersons represent an organization:
Board Chair: The board chair serves as the official spokesperson for decisions and policies approved by the governing board. This role includes explaining the board’s strategic direction, addressing governance-related controversies, and providing clarity on board processes.
Executive Director (or CEO/President): The CEO or executive director speaks on behalf of the organization's daily operations, implementation of policies, and overall performance. This individual is often the public face of the organization's internal workings.
Public Relations Officer: The public relations officer manages interactions with journalists, coordinates press releases and ensures that messages align with the organization’s objectives. This role is crucial for managing the public narrative and handling media inquiries. In times of crisis, the public relations officer can also represent the organization when the CEO is engaged in managing the situation, ensuring that communication remains clear, consistent, and aligned with the organization's values and goals
On occasion, other senior leaders or specialized board members may speak on specific issues related to their areas of expertise (e.g., financial matters or legal concerns). However, these instances should be pre-approved and clearly communicated to avoid overstepping authority or creating mixed messages.
Best Practices for Effective Organizational Communication
Clear and consistent communication is essential for any organization. Establishing structured messaging protocols ensures that messages are delivered with authority and coherence. This prevents misinformation and ensures that those with the appropriate expertise represent the organization.
Equally important is preparing designated spokespeople. Simply assigning individuals to speak is not enough, they must be trained to handle media interactions, navigate challenging questions, and maintain alignment with the organization’s messaging. Providing media and crisis communication training equips them to respond confidently and effectively, particularly in high-pressure situations.
To maintain a unified message, organizations should hold regular briefings for spokespeople and senior leaders, especially during sensitive situations. Consistency in messaging prevents confusion among stakeholders and strengthens the organization's credibility. Additionally, having a well-defined crisis communication plan is critical. Since crises can escalate quickly, predetermined protocols ensure rapid, coordinated, and effective responses, helping the organization maintain control over its narrative
Statements, especially those with significant impact, should undergo a formal, perhaps legal review process. Requiring approval from leadership, such as the board chair or executive team ensures accuracy, alignment with strategic goals and consistency across all communications.
Common Pitfalls and How to Avoid Them
Even with well-established communication protocols in place, organizations can still fall into common traps that hinder effective communication. One of the most frequent pitfalls is speaking off-script. While it’s important for spokespeople to be flexible and natural, even well-intentioned, spontaneous comments can lead to confusion or contradictions. To avoid this, organizations should emphasize the importance of sticking to the agreed-upon messaging. Spokespeople should understand the key points they are expected to communicate and avoid straying from these unless approved by the proper authorities.
Another significant issue is delayed responses. Amid constant and unanticipated change, waiting too long to address a crisis or public inquiry can result in speculation, misinformation, or unnecessary escalation of the situation. To mitigate this risk, it’s crucial to have a rapid-response team in place that is prepared to act quickly. This team should be equipped with pre-prepared messaging and an established protocol for how to handle different scenarios, ensuring that responses are both timely and consistent.
Unauthorized statements also pose a risk to organizational communication. While board members or staff may occasionally feel compelled to comment on matters outside their designated role, this can lead to confusion or create mixed messages. To prevent this, it’s essential to reinforce the communication protocols regularly, making it clear that only those authorized to speak on certain issues should do so. Unauthorized statements can create internal conflict, jeopardize the organization’s credibility, and even open the door to legal issues.
Overstepping boundaries is another common problem. Each spokesperson should be clear about the scope of their responsibility and authority. For instance, the board chair should avoid speaking on operational matters, while the CEO or executive director should refrain from commenting on governance-related issues unless absolutely necessary. When spokespersons overstep their bounds, it can undermine the clarity and consistency of the message, creating confusion both internally and externally. It’s important for everyone involved in public communication to respect their roles and only speak to issues within their area of expertise.
Finally, many organizations fail to adequately prepare spokespeople for media interactions, which can result in a lack of control during interviews or press conferences. Preparation is key, as spokespeople should be well-versed in both the organization’s message and the potential questions they may face. Without this preparation, spokespeople may become rattled or provide incorrect or incomplete answers, which can damage the organization’s reputation. Ensuring that spokespeople have proper training and preparation is essential to maintaining control over media narratives and ensuring that the organization’s voice remains clear and consistent.
The Power of Clarity
Organizations with clear communication protocols are better equipped to manage their reputations, foster stronger relationships with stakeholders, and navigate controversies with confidence. A well-coordinated communication strategy ensures that the organization’s voice is consistent, credible, and aligned with its values. For governing bodies and organizational leadership teams, taking the time to define who speaks, when, and about what, is not just a good practice, it's essential to strong, transparent, and accountable leadership.
Five Key Takeaways for Effective Organization Communication:
Stay On Message: Always ensure that public communication aligns with the organization’s approved message. Avoid personal opinions or speculations.
Clarify Your Role: Be clear about whether you are speaking as the board chair, executive director, or public relations officer, and restrict comments to areas within your authority.
Prepare and Rehearse: Anticipate potential questions or sensitive issues, prepare responses, and rehearse to ensure comfort and confidence during interviews or public statements.
Be Transparent and Truthful: Always provide accurate, truthful information. If you don't have all the answers, make sure to follow up and provide information when available.
Respond Timely and Confidently: Address public inquiries or crises quickly and confidently to maintain control of the narrative and reassure stakeholders.
Final Thoughts
Communication is one of the most powerful tools an organization must build trust, maintain credibility, and manage its reputation. By clearly defining communication roles and following best practices for messaging, organizations can ensure their public voice is both unified and authoritative. Effective communication isn’t just about speaking, it’s about speaking with purpose, alignment, and confidence.
"When dealing with the public, transparency is your greatest asset." – Richard Edelman
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Aman and Associates: Empowering Boards and Leaders for a Resilient Future
Effective board communication, especially during a crisis, requires preparation, clarity, and a strategic approach. Beyond crisis response, boards, CEOs, and institutional leaders must also focus on long-term vision, governance, leadership development, stakeholder engagement, and regulatory readiness. Aman and Associates offers a range of services to help organizations navigate these challenges with confidence.
Our services include:
Futuring & Strategic Planning – Helping boards and executives anticipate future challenges, explore emerging trends, and develop long-term strategic plans toward a Preferred Future.
Board Development & Governance Best Practices – Training and consulting on board roles, responsibilities, and decision-making to enhance organizational leadership.
CEO & Leadership Coaching – Providing personalized coaching on board relations, strategic leadership, and navigating complex organizational challenges.
Stakeholder Engagement & Alignment – Strengthening relationships with faculty, staff, students, donors, and community partners to support institutional success.
Mock Accreditation Facilitation for Post-Secondary Institutions – Conducting simulated accreditation reviews to prepare institutions for official evaluations and ensure compliance.
If your board or leadership team is seeking guidance in any of these areas, I’d be happy to discuss how Aman and Associates can support your organization’s success. Feel free to reach out to me at rick@rickaman.com or connect with me on LinkedIn.
Rick Aman, PhD www.rickaman.com
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