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To address the information gaps, minimize the opportunities for speculation and ensure more balanced reportage, it was necessary to break away from the traditional mold of spokesmen and redefine expectations.
In order to do that, I looked to spokesmen outside of government and realized that a spokesman didn't always need to be a mere mouthpiece; that a lot could be achieved by being the kind of spokesman who actually explained and provided context for their principal's position, rather than just making announcements.