Using the face of a public relations officer on statements and news
Maliq Malekano
By Maliq Malekano
There’s been some conversation lately about why Public Relations Officers’ faces often appear on articles. Let me offer some clarity.
In most cases, this is intentional. Organizations and News outlets use the PR Officer’s image to put a human face to the message.
People trust people more than logos, and the PR Officer is the recognised spokesperson — their presence signals that the information shared is verified, approved, and accountable.
It also brings consistency. One clear voice makes it easier for both the media and the public to know who speaks on behalf of the institution.
That said, the secret is in balance.
Using a PR Officer’s image works best for:
– Press statements
– Clarifications and official responses
– Corporate announcements where no event visuals or pictures exist or where the images of those involved need to protect ( i.e children, people who are suspects, disturbing images, investigating officers etc).
Where caution is needed is in overuse, especially for stories about:
– Community impact
– Customers or beneficiaries
– Events, launches, and projects
When that balance is lost, the brand can unintentionally begin to feel like a single individual rather than a strong institution. furthermore, when the image of the PRO is not pleasant it may distract the story.
What is the bottom line:
There is nothing wrong with using a PR Officer’s image — as long as it is done intentionally and sparingly. So to be fair, our news outlets, especially digital platforms, have largely done well in maintaining this balance.( whether you like them or not)
That said a PR Officer is the face of the brand and is there to support the brand, not replace it.
https://www.facebook.com/share/1BL8TtcQbh/
About The Author
