The word battle ready might sound ominous, but that is how
spokesperson must be always.
There could be a call from anywhere in the globe on
something which happened a few minutes ago, and which would have an impact on
the company or its fortunes. It’s a viral world and not always does the
spokesperson have the luxury of having information by the minute.
But the ability to respond in an appropriate manner to any
query from anywhere is one quality which is a must!
The spokesperson does not have a magic wand to all queries,
and it is important to admit that – the best answer when confronted with an
uncomfortable or ill-informed query is very simple – give me a while and we
will come to you with the facts!
But most times, out of a quest to close the issue, and under
pressure of the situation, the response is a bit casual. This is a perfect
recipe for inviting negative media, and possibly messing up an already fluid
situation.
In case the spokesperson needs any coaching in this front,
the organization must provide it time and again.
Most organizations tend to have the belief that spokesperson
must be suave and possess extra-ordinary skills in communication, particularly
verbal. Yes, this is an added advantage. But that is certainly not a
pre-requisite at all. In fact, track some PR crises and how suave spokesperson
handled them – you will see that the over-confidence that comes out of being
suave and flamboyant brings in a tinge of arrogance – a perfect recipe for many
a media disasters!
Facts, put across in simple language with amazing clarity
and miles ahead of a suave and ambiguous, arrogant and just too casual remark.
The term spokesperson, in the present scenario, is a
misnomer in a way! The spokesperson or your media representative not just has
to speak, but to respond in other media – mails, newsletters, and social
networks… an endless list this can be. He must be competent in handling all
this – yes with speed, but more than speed in a language that is appropriate
and publishable to the world!
Many PR careers have
been shunted by usage of inappropriate language, unintended it may be – someone
somewhere leaks it out when things go out of the hand! The mantra ought to be state
the facts and only facts, in a language that can be scrutinized anytime later.
While speed of response is a paramount criterion, it never
can be at the cost of language that reflects an unprofessional attitude!
Sometimes, it does happen that the chief executive himself is
the spokesperson – this is mostly when there is a larger than life event, or a
huge crisis etc. - whatever be the reason, the past shows that the top
management, out of their familiarity with the media, take to a casual approach
in handling queries – and this sparks of a full blown PR debacle!
It’s important for senior leadership to take to some caution
in handling such situations, and to repeat, facts mist not be colored by style
and the way it is delivered!
Hope these simple yet powerful tips help your spokesperson
to handle PR situation better this New Year! And as an organization, make sure
the needy training is imparted through PR professionals, if it will help!
