What is the primary role of a spokesperson in public relations?

The primary role of a spokesperson in public relations is to serve as the official representative communicating with the media. This role is critical because the spokesperson is responsible for conveying the organization’s messages, managing its image, and ensuring consistent communication during interactions with journalists and the public. They are often trained to handle inquiries, provide important updates, and address any issues that arise, making their role essential for maintaining the organization’s reputation and effectively managing public perception.

In contrast, handling bookkeeping involves financial record-keeping, which is not related to public relations. Creating marketing materials focuses on promoting products or services rather than managing communication and public perception. Managing social media accounts, while important for communication, does not encompass the broader responsibilities of a spokesperson, specifically their role in direct media interactions and representing the organization in external communications. Therefore, the correct answer highlights the vital function of the spokesperson in public relations.