Most “associations” are run by a hired executive director, usually with direction from a Board of Directors. The Board has a President, VP and other officers.
The Executive Director makes sure the policies and day-to-day business transactions are accomplished.
Often, the Board of Directors are regular members who want to be more involved in the running of the association.
If the President doesn’t want to be the spokesperson, he doesn’t have to be. Charleston Heston was a well-known actor and a natural speaker, so that was part of his contribution.