In the present media-sensitive world, many organizations are increasingly likely to employ professionals who have received formal training in journalism, communications, public relations and public affairs in this role in order to ensure that public announcements are made in the most appropriate fashion and through the most appropriate channels to maximize the impact of favorable messages and minimize the unfavorable.

Unlike giving a personal testimonial, it is the job of spokespeople to faithfully represent and advocate for the organization's positions, even when these conflict with their own opinion.

As a result, spokespeople are generally selected from experienced, long-time employees or other people who are known to support the organization's goals.

In addition, on a day-to-day level and for more routine announcements, the job may be delegated to the corporate communications or investor relations departments (or equivalents), who will act as spokespeople.

In certain governmental organizations (i.e. city, county, school district, state government and police/fire departments), a public information officer is the communications coordinator primarily responsible for providing information to the public through media, pursuant to and limited by any applicable laws.