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The Spokesperson Blues: Why Picking the Wrong Spokesperson Can Blow Your Crisis Management Strategy

[by Howard Fencl, Hennes Communications] “No comment” is never a good option for an organization in the crosshairs of controversy or crisis. It’s a frequent knee-jerk reaction by people who are unprepared for media scrutiny. “No comment” almost always comes off as “guilty as charged” in news reports.

Jamming your hand over the lens of a video camera is also not a smart option. Do this only if you want to look guilty or if you don’t particularly mind being charged with assault. In my time managing TV newsrooms, I’d be absolutely gleeful when reporters came back with this kind of video, which always found its way into every news promo and show tease.

We always recommend that clients promptly, openly and transparently communicate with the media when issues arise. That generally takes the form of a media statement emailed to reporters. A well-crafted statement is sometimes all reporters are looking for as they build their stories.

But what if a reporter insists on an interview?

Our advice, with rare exceptions: Do it. But be strategic about choosing a company spokesperson, and, time permitting, be sure your spokesperson gets media training.

• The spokesperson should NOT be your CEO unless your issue is an egregious one. An employee death, a catastrophic accident, the sale of the company, an environmental threat to the community caused by the company are all instances in which you’d want your CEO out in front of news cameras. Don’t play your CEO card unless your company is truly facing an existential reputation threat.

• The spokesperson should NOT be your crisis communications consultant. When companies trot out a hired PR consultant as a spokesperson, the reaction is always – “this information is spin,” or “the company’s covering up.” Messages have much more credibility in the public eye when they come from people inside your company.

• The spokesperson should NOT be your attorney. The media and the public always react with suspicion when lawyers act as spokespeople. Reporters may feel stonewalled by legal-ese. Legal jargon aside, my reporters frequently left lawyer soundbites on the cutting room floor, preferring to present what they gleaned from the lawyer in their own voice.

Some important caveats with regard to attorneys and your communications: We never want to craft any statement that jeopardizes legal strategy, and we always insist that our clients run drafts through legal. That’s in the client’s best interest, of course. At the same time, we know what gets the media’s attention, and have a good idea what they’ll quote in their coverage of your issue. We want those quotes to be your approved key messages. And those key messages should be used consistently across all communications with media and all your internal and external audiences.

Our mantra: Tell the truth, tell it all, tell it first and (in our era of torch-and-pitchfork social media) tell it fast. And tell it strategically with the appropriate – and media trained – company spokesperson.


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