Getting Started
In the past, executives could easily tell when they were “on camera.” Reporters with notepads and pens, photojournalists with cameras, and broadcast media with video equipment all signaled that it was time to be cautious with their words and actions. However, this is no longer the case. Today, the most compelling footage and sound bites from major news events often come not from traditional reporters, but from ordinary citizens using their cell phones to capture the news as it happens.
Television stations now actively encourage the public to send in photos and videos of events they think are newsworthy. What makes these images newsworthy? Often, it’s their drama, humor, or emotional impact. So, what does this mean for executives?
Always “On Camera”
Executives are now always “on camera.” No matter where you are, there’s a chance someone with a cell phone is capturing your actions and comments—often without you realizing it. A poor decision, such as having too many drinks at a local bar and losing inhibitions, could end your career. But it’s not just executives at risk. Everyone in your company is on camera at all times. It only takes one inappropriate action by an employee to be caught on video or in a photo, and you could have a public relations crisis.
Service industries are especially vulnerable. These industries often employ large numbers of people who interact with the public continuously, including cashiers, phone operators, receptionists, servers, and tour guides. These employees are the most visible in your organization but may face the greatest pressure. They deal with angry customers, unreasonable expectations, rude behavior, and other challenges daily.
Risks and Realities
Consider this: could someone in your organization lose their temper at some point? Is it possible that someone with a cell phone could be there to capture it? If the video or photo goes viral, it could be on the evening news. For many companies, the answer is yes. So, how can you prevent this from becoming a problem?
Shifting Focus to Public Relations
Our recommendation is simple: Start viewing your workforce not just as a service team, but as part of your public relations team. Many service organizations already train their employees on customer service procedures, such as how to greet customers, take orders, and operate registers. It’s time to add a public relations component to that training.
Train employees at all levels on how to think like public relations professionals. Teach them how to manage stressful situations and maintain composure, no matter how challenging the circumstances might seem.
Responding Quickly to “New Media”
Given how quickly photos and videos captured by cell phones spread, companies must ensure that their internal response procedures are efficient and fast. In today’s digital world, you no longer have hours to react to a crisis—you have minutes. Speed is crucial, and your organization should be prepared to respond immediately if a video or photo goes viral.
A Thought-Provoking Commercial
Have you seen the commercial for a new camera cell phone? In it, a new employee uses the phone to take photos of his boss in an embarrassing situation. The employee shows the photos to his next-level manager, gets promoted, and repeats the process. He quickly climbs the corporate ladder, eventually becoming the CEO’s right-hand man, flying off on the corporate jet. While this may make you laugh, it should also make you think.
Summary
Today, executives and employees are always “on camera.” The rapid spread of photos and videos through social media means that companies must take extra precautions to protect their reputations. It’s crucial to train employees at all levels in public relations practices and have a solid response plan. By doing so, businesses can better navigate modern media’s unpredictable and fast-moving landscape.