# 7 Project People

Most causes will not catch on if they are not connected to and sponsored by engaging people. That’s why charities use celebrities or statesmen, or push their chief executive to the forefront. It’s true in fundraising—people give to people. And its also true, but in a different way, in public relations.

A good, well-trained spokesperson will serve your organization well. Media want to talk to an individual who will speak with authority, and will be quotable. If it’s broadcast media it helps if he or she is interesting, attractive, and literate.

We’ve worked with several organizations that want publicity, but their chief executive is too camera shy, or too busy, to do interviews. A substitute is often acceptable, if the substitute can speak well, and appears to be speaking for the organization.

One exception to this is crisis communications. In most crises, the CEO should be front and center. It’s reassuring to people, and it shows the public that the company is taking the crisis seriously.

If you don’t have a good public spokesperson you need to hire one or create one.



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