The spokesperson is the 'Speaker': speaking on behalf of the organization/company that he represents.  The essence of the spokesperson's responsibility is to create a synergy between the organization and the media.  The spokesperson is the contact person, company representative, mediating between it and the media.  As such, a spokesperson is constantly working on two fronts: company leaders and media channels.  The spokesperson is an inherent part of the company's management and he is responsible for upholding its media and image related interests.  A professional spokesperson is attentive to the media at all times and he knows how to map the impact of the media agenda on the organization under his responsibility.