What are the essential elements of a good and effective spokesperson in a crisis

What are the essential elements of a good and effective spokesperson in a crisis?  What criteria are considered in selecting that particular person?  Why do you think it would be important to have a well-trained spokesperson speak for the corporation during a crisis such as this one?  Why is the “head and heart” principle important for a spokesperson during a crisis?  Why does the media wish to speak with frontline employees during a crisis?  How can the spokesperson’s body language and presentation skills impact the audience?  How would you as the CEO mitigate any damage to the corporation caused by erroneous information given out by the frontline employee?

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