Why CEOs Botch Media Interviews—and Ways You Can Help Them

By Brian Ellis at PR Daily

It seems not a week goes by that we don’t hear of one CEO or another taking heat for something they’ve said.

With all the business acumen many have demonstrated in leading their businesses, you would think being a company spokesperson would be a no-brainer, yet many CEOs don’t have the skills to be an effective voice for their brand.

Sure, they can lead a challenging board meeting, but when it comes to delivering the quote when it counts, far too many fail. The reasons rest at the top and with those surrounding the CEO:

1. Many CEOs lack a spokesperson mindset. Learning how to nail an interview or a difficult discussion starts with having the right mindset. Too many top-tier leaders feel a lack of control during interviews. Still, reporters can only point you in a direction, and you must choose whether to follow them, or take the lead and guide the conversation. If you don’t have the right mindset, you could deliver an unintended—and unfortunate—quote.
2. They don’t stick to the message. Spokespeople get into trouble when they think they can “wing it.” Very few CEOs find success with this approach. Some are in denial and let ego get in the way—only to blame the journalist when a negative quote makes headlines. A disciplined spokesperson has a deep understanding of key messages and maintains composure in order to handle any question.

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Image by Mohamed Hassan from Pixabay