The media “hot seat”
Sometimes, it’s a great thing to get a call from a reporter asking questions about your organization. Sometimes it’s not. Whether the situation is positive or negative, you should always have a designated spokesperson to deal with media questions.
The media, of course, will want to speak to the “top dog.” But sometimes the worst thing you can do is send the CEO out to face the media. That’s what Exxon did following the legendary Valdez disaster. Rather than sending out an experienced spokesperson, the company put their CEO in the limelight. A former engineer, he came across as hostile and arrogant, and public opinion of Exxon quickly turned sour.
By all means, designate one spokesperson—your organization must speak in a unified voice in a crisis. Just make sure he or she is trained in effectively dealing with the media.
