Shift in corporate communication strategies

For years, companies have centered their public communication around a single leader, such as the CEO or founder. This figure was responsible for conveying the company's vision, commenting on market trends, and representing its growth.

Changing media landscape challenges old methods

In the current era, marked by information overload and the rise of artificial intelligence, journalists are increasingly skeptical of traditional press releases. They now prioritize content that is sourced, verifiable, and backed by research over simple statements from company leaders.

Credibility through collective expertise

According to the State Of The Media 2026 by Cision, 50 percent of journalists identify misinformation as their main challenge. As a result, they prefer content that reflects a range of expertise rather than relying on a single voice. This shift means that credibility is now built through a collective of experts rather than a single spokesperson.

Diversifying spokespersons for specific topics

While a company's leader remains well-suited to discuss strategy and major market trends, journalists often seek operational experts for more technical subjects. For instance, a CTO or cybersecurity specialist might be called upon to explain the implications of an AI project or the challenges of digital transformation.

New communication strategies reflect organizational maturity

Companies are responding by diversifying their spokespersons, assigning each subject to the person most qualified to address it. This approach aligns with the expectations of editorial teams, as targeted and personalized content is more likely to be effective than a generic approach.

Diversified voices signal organizational growth

This evolution also reflects the growth of companies. In their early stages, founders often represent the entire organization. However, as companies mature, hire experts, and develop specialized departments, their communication strategy must reflect this structure and credibility.