How To Find A Spokesperson When It's Not The CEO: 15 Expert Tips

Forbes

10-07-2025

Many startups have discovered the power of founder-led, human-facing engagement as a powerful tool for connecting with target audiences. However, no matter how much buzz or success a company's products or services might be generating, sometimes the founder or CEO is not well suited to serve as its main public face and storytelling voice.
Fortunately, there is no rule that a startup's primary communicator must be the founder or CEO; the right approach could involve star employees or even carefully chosen partners or loyal customers. Below, members of Forbes Agency Council share practical ways to identify and elevate the best alternative spokespeople to convey a new company's core values and brand story.
1. Let Your Customers Do The Talking
Allow customers to do the talking. Everyone knows every CEO is going to say whatever is best for their company. Customers, however, have no skin in the game. Having a bullpen of articulate, loyal customers to carry your flag will always resonate more than CEO-speak. CEOs talk to shareholders, but customers talk to other customers. - Stephen Rosa, (add)ventures
2. Leverage C-Level Bench Strength
Smart CEOs leverage their team's strengths. Many successful companies position CTOs or product experts as primary spokespeople, while CEOs focus on investors, employees and strategic partnerships. Consider elevating technical co-founders, the head of product or engineering leaders who can authentically discuss innovation. Hire a media-trained CMO or partner with customer advocates. - Kathleen Lucente, Red Fan Communications
3. Consider An AI-Powered Persona
If the CEO isn't the right fit, AI can effectively emulate their voice and presence, offering a scalable, front-facing alternative when paired with thoughtful visuals. Otherwise, a long-term spokesperson can work—but today's audiences increasingly expect AI-powered personas, making authenticity less about 'who' and more about 'how.' - Austin Irabor, NETFLY
4. Media-Train Internal Experts
Experts rule in business today, so find experts in your ranks. Get media training for them, and be sure they know the key messages of the organization. When they get an interview, make sure they share it on their own social media profiles as well as the company's social accounts to establish their thought leadership. - Nancy Marshall, Marshall Communications
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5. Define Multiple Spokespeople's Lanes
We always suggest our B2B tech clients have three spokespeople: a corporate visionary, the technical voice and an industry expert. The CEO does not have to be front and center—use written content instead of live interviews. Often, a chief or vice president in a product, technology or revenue role works well. Define swim lanes for each spokesperson, and then polish the narrative for each. - Lindsey Groepper, PANBlast
6. Scout Out A Genuine, Charismatic Advocate
Find someone who lives the brand—an early employee, a passionate customer or a charismatic team member. The spokesperson doesn't need the CEO title; they need credibility, relatability and camera presence. Authenticity can do more than ineffective communication when building trust at scale. - Jimi Gibson, Thrive Agency
7. Activate A Distributed Voice Model
When CEO visibility isn't a strategic fit, activate a distributed voice model by elevating trusted leaders across functions. These internal ambassadors drive earned media, deepen audience engagement and scale authenticity. This approach strengthens brand trust, broadens market exposure and builds reputational resilience independent of any one individual. - Amy Packard Berry, Sparkpr
8. Find A Representative Who Embodies Brand Values
Today's audiences crave human connection, not just polished messaging. Even if it's not the CEO, having a consistent and personable representative builds trust, relatability and brand identity, which are critical for early growth and media engagement. The key is choosing someone who embodies the brand's values, can communicate with confidence and has a genuine connection to your product or customers. - Paula Chiocchi, Outward Media, Inc.
9. Don't Rely Too Much On A Single Individual
Leaning too hard on a key person can backfire—great for early traction, but it makes exiting harder when the brand's tied to one face. If the CEO's not the fit, build around a creative director, an ambassador or even a character. The goal is a relatable voice that isn't a single point of failure. - Miller McCoy, Limitless MFG
10. Pair Founders With Strategic Partners
Pair the founder with a strategic partner—like a product lead, customer success head or trusted advisor—who can share the spotlight. You don't need one 'face,' but a team that reflects the brand's voice. It's about credibility and connection, not just charisma. - Christine Wetzler, Pietryla PR & Marketing
11. Elevate A Senior Employee
In a market valuing human, founder-led engagement, startups can consider elevating a senior team member in product or customer success as the spokesperson. Look for someone authentic and dynamic who can share the brand's story with confidence and authority. This approach builds trust while freeing the CEO to focus on other priorities that continue to strengthen the company's market position. - Elyse Flynn Meyer, Prism Global Marketing Solutions
12. Hire An External Industry Veteran
Recruit a respected industry veteran specifically as chief evangelist—someone with preexisting media relationships and deep sector credibility who genuinely believes in your mission. This strategic external hire brings instant market authority. Find someone with proven audience engagement, empathy on camera and a track record of owning the brand narrative. - Lars Voedisch, PRecious Communications
13. Look At The Rest Of The C-Suite
Think of the people who are already sitting at your C-suite table. If they've got strong communication skills and years of industry observations and care enough to share them, they might be the perfect fit. And let's not forget that some startups have multiple founders. You might have more options than you think. - Nataliya Andreychuk, Viseven
14. Have Your Publicist Take The Role
Having the brand's publicist would be the second best choice if the CEO isn't well suited to front the press. Often, I have to be my clients' spokesperson, and it's a role that has to be taken seriously. The person needs to have strong speaking skills and the ability to answer questions live on TV, radio or even a podcast while also reflecting the brand's values. - Adrian Falk, Believe Advertising & PR
15. Prioritize Authenticity Over Title
Look for someone on the team who's natural on camera, passionate about the mission and relatable. It doesn't have to be the CEO or a C-level employee; authenticity matters more than title. - David Ispiryan, Effeect