Good writing (and thinking) can only take a spokesperson so far. Promoting your in-house expert is also important. However, it only works when certain criteria are met:

Your spokesperson must truly be an expert.

Your spokesperson must act as an unbiased resource--not someone that will detail the features of your product.

Your spokesperson must be available.

Your spokesperson must write well or be able to convey meaningful thoughts and ideas to others. A good spokesperson is a story teller, someone who can draw analogies to help the audience understand.

Your spokesperson must not be afraid to talk favorably about the competition.

Your spokesperson must be able to communicate complex thoughts and ideas clearly and simply.

Your spokesperson must be committed to their role as a long-term strategy.