Leaders Must Understand The Media

Extracted from “The Star – 8th June 2013”

Don’t panic if they come knocking

A company can make big profits and be a blue chip counter on the stock market.

   But share prices can fall dramatically if the company is caught in a dispute and the news appears in the media.

   The media can make or break any corporate organisation by the way the news is written or slanted.

   Now, with social media comprising Facebook, Twitter and blogs, businesses are more vulnerable to media attacks than ever before.

   Very often when an issue arises, the leadership team goes for cover and tells the secretary to inform reporters that the CEO is in a meeting or has gone outstation.

   In another scenario, an over confident CEO faces the media but makes a lot of mistakes in the way he or she handles the interview.

 

However, a CEO who has attended a media relation or crisis communication training would not fear the media and would confidently call for a press conference and explain the issues clearly.

   The CEO or appointed spokesperson gives the organisation a human form, and the way in which the person carries himself or herself will have profound implications on the company as a whole.

   So the organisation’s public relations or corporate communication officer must insist that its spokesperson be trained, because this skill is not taught in schools or universities.

Training Is Crucial

   No one should represent the entire organisation unless he or she has invested time and energy in developing the skills of an effective spokesperson.

   It is not about the colour of a tie or the scarf one wears on television, but the ability to effectively connect with the audience, either through the media or in person.

   Spokesperson must be trained and be familiar with the basic principles of crisis and emergency risk communication. They should play a role in developing messages so they can “own” them and deliver them well.

   The CEO or spokesperson will have to communicate, engage and connect with the stakeholders and the public for a variety of reasons:

• To build trust and credibility for the organisation
• To remove the psychological barriers within the audience
• To gain support from the public
• To reduce the incidence of a crisis or damage by getting the message right

   Therefore, it is imperative that the spokesperson is trained to face the media, especially in a crisis. The spokesperson will be charged with the task of portraying a positive image and carrying the message of the company.

   Achieving positive media exposure requires a certain degree of knowledge and expertise to craft messages that are factual and meet the media’s test for news-worthiness.

   The art of facing the media is a skill and through practice and role play in a mock press conference, leaders can master the art to overcome any negative media on the organisation.

   Attending a one or two-day hands-on training will benefit participants to be eloquent and professional in a press conference.

Build Relationships With Media

   For this reason, it is useful to establish a professional, one-on-one relationship with key reporters and editors, and to learn how to pitch your story.

   Pitching, talking to the media and writing a press release is an art. It’s good training for media relations for CEOs, business executives and the Government. If they don’t get training, officials are likely to complain.

   “I spoke to the reporter like a friend and I am shocked what was published and aired on television,” government and private sector officials often grumble.

   Such a thing occurs because officials or spokespersons have not been taught how to face the media or what they should tell and not tell.

   Here are some tips for your preparation for an interview with the media:

• Write down three to five key messages you want to convey to the media.
• Support your message with a few examples and facts.
• Avoid technical jargon, and use simple words.
• Make sure your points are clearly communicated.
• The public wants to know how the people are affected.
• Anticipate tough questions the reporter might ask by rehearsing.
• Speak with authority, clarity and energy.
• Don’t look down on or criticise the media.
• Provide background material on the subject.
• Everything you say is on the record, from the time you meet or talk with the reporter until he or she leaves the room or hangs up on the telephone.
• Talk positively even if a reporter’s questions turn negative.
• If the reporter veers off-track, politely steer the interview back with key messages.
• It is important to know and respect deadlines.
• Some of the media prefer press releases via fax or e-mail.