Mike Manuel raises this interesting question in his
Media Guerrilla blog. Most large organizations provide media training for senior leaders and others who speak to the mainstream press. This training teaches them how to stay calm, stick to the key message, and deal with tricky questions. Nowadays, however, lots of folks are being interviewed for such “alternative” media as blogs and podcasts. Does everyone need to be trained? Good question!
Just as each front-line person can be thought of as a “salesperson” for the company, perhaps every employee needs to be considered a “spokesperson.”