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I just had an interesting experience during a presentation last week in front of a group of key executives in Buffalo, NY. I learned from it so I wanted to share it with you. A monthly e-zine on crisis management brought to you by Judy Hoffman QUOTE OF THE MONTH: PUTTING REPORTERS "BACK ON THEIR HEELS" IS A DANGEROUS APPROACH In my presentations, I talk about how organization spokespeople should not look on themselves as "victims" of the media. I encourage my clients to remember that they are the ones who have the information that the media wants and needs. I warn them not to be arrogant about that fact, but I do say they should not let the media stampede them into answering questions. Interviewees can exert a little control, I tell them, by setting a slower pace. He Heard PART of What I Said There was one fellow who was really paying close attention during this portion of the presentation last week. When the time came to conduct the role-plays, he volunteered to go first as spokesperson. His was a scenario related to sexual harassment claims filed by a female employee. I had set it up to be a press conference simulation, so he was permitted to make an opening statement. Although I always advise the workshop participants who are filling the role of reporters not to be too obnoxious, the man who took the role of lead reporter only let the spokesperson get through three sentences before he interrupted him with a question. In a very brusque way, the spokesperson said, with obvious annoyance, "You just wait a minute! I have a statement I want to make. I'll answer your questions later, if I choose to!" At first, you could have heard a pin drop. Then came a couple of more testy exchanges while he tried to finish his statement before he opened the floor to questions. The tension in the room was palpable. Some of the participants who joined in acting as other reporters seemed to relish asking some really tough questions to make the spokesperson squirm. Did the Spokesperson TRY to Anger the Reporters? When the mock press conference was all over, we went into the usual period of providing constructive criticism/feedback to tell the spokesperson how he came across. Someone asked if I had put the spokesperson up to this as a demonstration of what NOT to do. I confirmed that I had not done that. Then I asked the spokesperson why he had taken the approach he did. His answer was that he wanted to "set the reporters back on their heels and show them who was in charge." His peers proceeded to tell him that he had come across very badly. His rudeness had antagonized the audience. The lesson: As indicated in the quote at the top of the e-zine, if you hope to be able to persuade people to your point of view or have them give your organization the benefit of the doubt in a difficult situation, you better work very hard at being likeable. In many ways during my presentations, I emphasize how very important the "likeability" factor is. Apparently, the fellow in this example experienced a little mind wandering when I was talking about these things. The "reporters" in that room did not like the spokesperson after his rude response to the first question. It was like waving a red flag in front of a bull. They clearly went out of their way to make him look bad -- which of course reflected negatively on his organization. Once Again, It's a Balancing Act Like most things in media relations, you have to walk a fine line between extremes. You don't want to be so nice that reporters steamroll over you, control the interview, and take you where they want you to go. But neither do you want to antagonize them right out of the gate so that they take great delight in chopping you off at the knees. You will want to set some ground rules for the press conference, but there are nice ways to do it. Introduce your opening remarks by saying, "I have a statement here that I'd like to make first which I think will provide you with a lot of the basic information. When I have concluded that, I will be glad to take your questions." Then, if you are interrupted, you can -- firmly but politely say, "If you don't mind, I'd like to finish my statement because I think I'll be able to cover a lot of the material you want to hear." It would be a more effective approach. Stay professional and keep your cool. Practice With Your Peers This is another example of why it is a good idea to practice these things in front of a group of colleagues. Learning a lesson this way, while a little humbling, is a LOT better than making such a mistake in front of the media when the cameras are rolling, capturing your gaffe for all the world to see -- over and over. # # #
Special Notice and Offer: I am running out of the fourth printing of my book "Keeping Cool on the Hot Seat: Dealing Effectively with the Media in Times of Crisis." For some reason, there has been a run on them at Amazon.com and it has been picked up by more colleges as a text for courses in PR, crisis communications and emergency management. Instead of just reprinting the early 2006 version, however, I was thinking I should update it with a few new chapters. I've already decided I should say something about the Sago Mine Disaster, Vice President Cheney's hunting accident and Hurricane Katrina. I also want to expand on the section about the impact of the Internet and blogging on the world of crisis communications. But if you know of any other topics you think should be covered, please suggest them. For anyone who makes a suggestion which I end up using, I wil send you a complimentary copy of the updated version and make one available to a friend/colleague of your cho. Until next month...KEEP COOL! 'Til next month...KEEP COOL! Copyright (C) 2007 JCH Enterprises Click here to view other e-zines by Judy Hoffman. |
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