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A spokesperson is a professional who represents an organization, tasked with conveying its messages to the public. They are typically trained in journalism, communications, public relations^[1], or public affairs. They can be celebrities in commercial advertising^[2] or high-ranking officers, such as CEOs or presidents, in corporations. Their primary duty is to advocate for the organization’s positions, even if these differ from their personal beliefs, with the aim to increase the impact of positive messages and lessen that of negative ones. In government organizations, this role is filled by Public Information Officers (PIOs) who serve as communication coordinators, supplying essential information to the public and media. This role is pivotal in various fields, including scientific communities, corporate communications, and investor relations departments.

Terms definitions

1. ↑ public relations.

1 Public relations, often abbreviated as PR, is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. This field, which traces its roots back to the early 20th century with key figures like Ivy Lee and Edward Louis Bernays, primarily focuses on managing the perception of an organization among its stakeholders. The role of PR professionals can vary from designing communication campaigns to managing crisis situations. They work across different sectors such as PR firms, government agencies, and nonprofit organizations. PR tactics can include financial communication, consumer publicity, crisis response, legal dispute management, and government engagement. PR professionals also follow ethical codes and international standards to balance public and private interests.

2 Public relations, often abbreviated as PR, is a complex field that primarily revolves around managing communication between an organization and its stakeholders. It's a strategic communication process that helps organizations and individuals build mutually beneficial relationships with the public. The roots of public relations can be traced back before the 20th century, but it was pioneers like Ivy Lee and Edward Bernays who defined its modern-day practice. In essence, PR involves managing information dissemination with the aim of influencing public opinion and perception. The key responsibilities of PR professionals include designing communication campaigns, managing reputation, crisis management, brand awareness, and event management. They also leverage social media platforms for marketing and tailor messages to meet different audience needs. The field, despite its importance, faces criticism for negative practices such as spin and unethical behaviors. However, to counteract these, organizations such as CIPR, PRSA, and IPR have published ethical codes to guide PR practitioners.

2. ↑ advertising. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

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Spokesperson (Wikipedia)

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A spokesperson, spokesman, or spokeswoman, is someone engaged or elected to speak on behalf of others.

Spokesperson
Occupation
U.S. National Security Council Spokesman Sean McCormack answering questions at the Washington Foreign Press Center
Names	Spokesperson, spokesman, spokeswoman
Occupation type	Employment
Activity sectors	Journalism, communications, politics, public relations
Description
Competencies	Public speaking, writing
Related jobs	Public relations

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