The Importance of Media Engagement for Company Leaders
The Need for CEO Visibility
For company leaders, being camera-shy is no longer an option. The media and the public expect CEOs to step forward as the face and voice of the organization. With the rise of news and business media, reporters are asking more companies more questions, especially in the wake of corporate scandals, increasing litigation, and growing freedom of information inquiries. These questions are becoming more pointed and aggressive, requiring prompt and accurate responses.
Opportunities for Positive Exposure
This increased media attention, however, provides an excellent opportunity to present a positive image of your company. Crises and scandals may draw attention, but so can innovative projects, community involvement, and other positive initiatives. How you handle media focus is crucial. By taking a proactive, transparent approach from the start, you can establish credibility and often ease difficult situations.
The Importance of a Swift and Solid Response
When dealing with bad news, a swift, solid response reassures the audience, whether they are media professionals, the public, customers, or employees. Quick responses help move your organization past challenges faster. On the other hand, promoting positive news promptly takes advantage of the immediacy that makes stories more relevant. The way a CEO communicates can directly impact trust, stock prices, employee morale, and even a career.
Preparation for Media Interviews
Preparation is key to success in media interviews. If your company lacks in-house media expertise, it is advisable to seek professional media relations advice and training. To help overcome nerves and gain confidence, consider the following suggestions:
- Understand the Interview Details: Find out in advance how long the interview will last and what the focus will be. Think about possible questions and how you can respond clearly and concisely. Practicing responses aloud will help you become comfortable with your answers. Identify key points you want the reporter to include in the story.
- Keep Answers Simple and Concise: Keep your answers brief, ideally no longer than 20 seconds. If the reporter needs more details, they will ask.
- Assume You Are Always On the Record: Never ask to speak “off the record.” Always assume you are on the record, even if assured otherwise.
- Stay Calm, Even Under Pressure: Don’t lose your temper, even if the questions are offensive. Anger can become part of the story, especially in broadcast media, where visual or audio reactions can be edited for maximum effect.
- Avoid Saying “No Comment”: If you cannot comment on a topic, find a way to redirect the conversation without using the phrase “no comment.” For example, you can say the issue is still under review, but you will provide more information once all the facts are gathered.
- Consider Providing Written Statements: If certain information must be conveyed word-for-word to avoid misunderstanding, consider providing the reporter with a written statement or press release to ensure accuracy.
Conclusion: The Key to Success
Succeeding with the media, much like succeeding in business, comes down to preparation and fast action. As a CEO, you have already achieved success in your career. With the right awareness and training, you can succeed in handling media interactions effectively as well.