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If the phone rings at your company and there's a reporter looking for a statement, does the person who answers the line know what to do with the call? In many companies, these calls set off either panic or excitement, and whoever can get to the telephone first ends up speaking out on behalf of the organization. If that's what happens at your organization, it's only a matter of time before misinformation about your organization gets out through the press, attributed back to your company.
That's a recipe for disastrous media relations, and it's why every company should have a designated point of contact for media inquiries. It's essential for organizations of all sizes to have a single spokesperson to handle media relations. The right person in any given company may be the owner, the PR director, the operations manager, or someone who holds a different position. What matters is that all messages transmitted from your organization to the media are accurate and consistent. The only way to accomplish this important goal is to have a designated media contact, and to make sure that everyone in the organization knows to refer all press inquires to that individual.