Posted by Team @ The PR Workshop
As a person on the communications learning curve ever, I am a great fan of Steve Farnsworth’s @Steveology blog, and a student alike.
I found this post “3 Things Executives Can Do To Be More Quoted In The News” a very informative one in the context of every top manager/leader being communicators for the organization!
By now, the world of communicators is too familiar with the reputation disaster the erstwhile BP CEO Tony Hayward was, in his now famous (rather infamous) “I’d like my life back” comment to the humongous disaster, the oil spill was.
The cardinal rule for any CEO/CXO who is in the line of sight of the media is to be always “battle ready”. This might indeed sound ominous, yet it’s the closest to reality and the best communications mantra!
Picture this – there could be a call from anywhere in the globe on something which has just been just happened a few minutes ago (hours and day response time are dead and gone forever – another rule to remember!). Any of these calls, if not responded to swiftly, can a long term ‘reputation impact’ on your company and its fortunes.
Add to the events per se that may impact your company, the buzz in the social media universe – someone cooks up a rumor, or goes by sheer hearsay, and tweets or posts a few words that could go viral in minutes, or hours – the ‘reputation’ consequences will impact you and your company too!
One quality that will keep your reputation index in good stead is this – your ability to respond in an appropriate manner to any query from any corner of the world!
The CEO may not have a magic wand to all queries, and it is important to admit and realize that – the best answer when confronted with an uncomfortable or ill-informed query is very simple – give me a while and we will come to you with the facts!
What happens in real-life is, on many such occasions, just the opposite – out of a quest to close the issue, and under pressure of the situation, the response is wee bit casual.
This is a perfect recipe for inviting negative media and negative soc-med, and you are possibly and un-alterably messing up an already fluid situation.
If you think that an expert coaching intervention is needed to handle such events with the media, do ask your board or your organization, and tell them that it is a reputation imperative. Most organizations tend to have the belief that the CEO spokesperson must be suave and possess extra-ordinary skills in communication! This can be a huge advantage but not a pre-requisite at all.
In fact, track some PR crises and how suave spokesperson handled them – you will see that the over-confidence that comes out of being suave and flamboyant brings in a tinge of arrogance – a perfect recipe for many a media disasters!
Facts and truth, yes, nothing but truth – put across in simple language with amazing clarity and miles ahead of a suave and ambiguous, arrogant and just too casual remark.
Many PR careers have been shunted by usage of inappropriate language, unintended it may be – someone somewhere leaks it out when things go out of the hand! The mantra ought to be state the facts and only facts, in a language that can be scrutinized anytime later.
While speed of response is a paramount criterion, it never can be at the cost of language that reflects an unprofessional and casual attitude! Make sure that facts are not colored by style and the tone and tenor of the spoken or written language!
Executive leaders must endeavor to be masters in the art of communicating to the media. And get to being masters one event or crisis at a time – sans making any costly ‘reputation’ screw-ups.
- 13 things to know before a social media crisis (raventools.com)
- Protect Your Reputation with Reputation Monitor from Apartment Guide (apartmentguide.com)
- Executive Blunders, Reputation Recon: Real-World Crisis Communications (techaffect.com)
- Social Media Crisis Management For the Skeptical Corporates: 4 Essential Steps (melissaagnes.com)
- How Companies Manipulate Negative Reviews: 5 Secrets Consumers Should Know (mint.com)
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