It's a no-brainer that every company needs a designated spokesperson to handle media inquiries. But what about online communication? Who should represent the company on Twitter, Facebook and on blogs?
In a small shop, it's likely that the same PR person who handles media requests will also respond to online situations. But in larger organizations, it may be necessary to designate online "channel" spokespeople, who can keep up with the fast-moving flow of, say, a Twitter discussion.
That's what Southwest Airlines does, according to Ashley Pettit, a communications analyst with the company, who spoke on a recent Bulldog Reporter-Thomson Reuters webinar that I moderated. A specific member of the PR team is assigned to be the spokesperson on each channel. I thought that sounded like a really good idea, one that all of us should think about.
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