Spokesperson or CEO
The decision on who speaks publicly for the company on a given matter: the spokesperson, the CEO or another board member.
Not every matter calls for the CEO's voice. In routine media contact, on operational issues or in the early stage of a crisis while facts are still being established, the right voice is usually the spokesperson. This keeps the message consistent and avoids spending the CEO's authority on matters that do not require it.
There are, however, situations in which personal accountability is expected: people who have been harmed, a serious safety threat, a significant mistake by the company, decisions affecting many employees. In such cases the CEO's absence can be read as avoiding responsibility.
- how much the matter weighs with stakeholders,
- whether anyone has been harmed,
- whether the CEO is prepared and knows the facts.
For the board, the key is to settle these principles in advance. A CEO who is to speak publicly needs preparation: key messages, answers to the hardest questions and clarity on what may not yet be said.
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