Three Questions to Answer Before the CEO Speaks

Tony Hayward

Image Courtesy: World Economic Forum

During a crisis is not the time to decide who should be speaking to media. Emphasis should be placed on the strategic messages that he or she will deliver to contribute to the overarching goal of recovery with an intact image.

However, too often organizations have no crisis plan in place and the first question the dominant coalition asks a public relations counselor during a crisis is “who will talk to the media?”

The danger of not having a clearly established plan in place, including who will talk to media and from whom that person will receive his or her information, is the hapless soul thrust in front of a camera may not have any media training or, worse yet, may seem disingenuous, unsympathetic or unintelligent. Continue reading