Apr. 17, 2008 at 2:24pm

Crisis calls for visible leadership

Posted by Kathleen Deakins in Media Relations
No comments

In the throes of a crisis, the CEO was hearing conflicting advice: “You should be the media spokesperson on this issue” was countered by “Let your PR manager step up to the microphone.” A TV crew was on the way.

A consultant argued that the organization should protect its CEO when the news is bad. Instead, allow a staffer to be associated with the bad stuff.

I offered an opposing rationale.

The CEO, because of her role and personality, could most effectively convey compassion for the victims of a serious workplace accident. Her employees and the community needed the reassurance of a strong, visible leader.

The public’s expectations of the CEO in a crisis have changed over the last 10 years. Where “protecting the CEO” may once have been common practice, today we want to see transparency, humanity and accountability in our top leaders.I was reminded of this today when I was a guest lecturer on crisis communications at a local university. We explored together what makes an effective spokesperson:

1. Credibility by virtue of expertise, position of authority and/or demeanor
2. Well-informed of the facts and messages
3. Articulate
4. Stands firm in the face of tough questions
5. Trained and rehearsed

If this describes your CEO, don’t hide him or her from the camera.

When the TV crew arrived, the CEO was prepared and gave an effective interview. She didn’t need protection; she was in charge.

Comments (0)

Add your comment below