In the present media-sensitive world, many companies and organizations are becoming more and more likely to employ professionals who have pre-existing knowledge in journalism, communications, public  relations and public affairs in the role of a Spokesperson, also known as a Brand Ambassador, or Corporate Ambassador to ensure that public announcements are made in the most appropriate fashion, through the most appropriate  channels in order  to maximize the impact of  favorable messages and minimize the  impact of negative messages.

Unlike an individual giving a personal testimony, it is the job of this person to faithfully represent and advocate for the organization’s brands and positions in a positive light, helping to increase brand awareness and sales. 

This person is meant to embody the  corporate  identity in appearance, demeanor, values and ethics.  Their key element  is their ability to use promotional strategies that will strengthen customer-product-service  relationships and influence large audiences to buy and consume more.