Why your CEO Shouldn't be your First spokesperson

Why Your CEO Shouldn't Speak First During a Crisis
When your organization is facing a tough topic or crisis, it’s tempting to put your most senior leader, like your CEO, in front of the media right away. After all, they’re the face of the company, right? But here’s the thing: leading with your top executive isn’t always the smartest move. In fact, starting with someone closer to the issue—like a subject matter expert or spokesperson—can be a more effective way to handle the situation. Let me explain why.

Leave Room for Escalation
First, starting small gives you room to grow. If you have your CEO address the issue immediately, it’s hard to escalate further if the media keeps digging or if the situation evolves. By letting a knowledgeable spokesperson or expert handle the initial response, you keep your CEO in reserve for bigger moments when their voice will have the most impact.

Subject Matter Experts Keep it fact- not commentary-based
Second, details matter. Subject matter experts often have a deeper understanding of the specific issue. They can provide accurate and practical answers without the weight of representing the whole company. This keeps the conversation focused and avoids putting unnecessary pressure on your senior leaders.

Organizational Credibility
Finally, credibility and trust come from all levels. Letting different members of your team take the spotlight shows that your organization is prepared and capable from top to bottom. It also gives your audience the sense that you’re tackling the issue collaboratively and thoroughly.

Thoughtful Rollouts provide order and control
In short, saving your senior leader for the right moment shows intentionality and control. It’s not about avoiding responsibility—it’s about communicating smarter. So next time a tough question comes your way, think strategically about who should speak first. It could make all the difference.