When it comes to dealing with the media, spokespersons do handle most for larger companies and in most companies few devote time/funds for training management and leadership to handle the media.
But, in today’s information environment, where the public and stakeholders demand increased accountability, especially of those industries who ‘fly close to the wind’ (finance, petrochem, automotive, aviation, defence, utilities, pharma etc – where (a) there are utter public reliance, safety, wellbeing aspects and (b) if things go wrong they have the potential to go very wrong) – trotting out the spokesperson has its limits – as BP, Toyota, the Prudential, British Airways, most banks over the last eighteen months etc, will prove. Spokespersons are utterly invaluable in the day-to-day dealings with the media, but most know that using the ‘big guns’ or subject matter experts (SMEs) is a necessity in maintaining a fresh, credible and mature relationship with the media.
Further, media relations do not exist in a vacuum. Any successful organization integrates its communication functions – PR, advertising, marketing – and has strong buy-in from leadership who provide sound guidance and fully appreciate that communications have the ability to contribute to organizational goals way beyond the mere promotion of products or services. As such communication management, and thereby media relations, is a crucial aspect of organizational development (as the widely respected Grunig ‘Excellence’ Model of Effective Organizations attest – straight out of organizational theory (systems)), just as communications has found its way into the dominant coalition of corporate boardrooms over the last decade or so. Some have learnt that media handling is not and should not be a bolt-on.
Just as successful companies will invest huge amounts of effort in market research, R&D, branding, advertising and marketing, the lean and mean, the aggressive winners in the marketplace should not skimp on PR and media relations. And part of the latter involves having key personnel, not just the spokespersons, prepared and able to handle the media. If it comes to a battle for reputation, it will most likely be fought in the glare of the camera, and the arsenal must be ready, otherwise getting into the ring with experienced journalists will be a painful and damaging experience.
The notion that ‘the spokesperson will deal with it’ is folly as has been shown time and time again – management at the very least need to be engaged in the media process and prepared, if necessary, to engage directly with the media. Further, if in crisis, a media interview can be a brutal event, both personally and for the organization. By not preparing anyone for such, any HR department can be seen as neglecting its duty in training its staff for their duties and responsibilities.
Of course, not all organizations, will find themselves in the media spotlight (although the potential is always there) and may not consider media training a high priority – a reasonable judgement call. But, many, many companies can quickly be under the microscope and media engagement can become, rapidly, very critical to the future fortunes of a company, especially during a crisis. By this time it may be too late to consider training.
Those caught in a media storm can then reflect on the fact that hindsight is a wonderful thing.
The bottom line is that while it may take years to build a good reputation, it can be shattered in hours through the media, and relying solely on the spokesperson(s) to save the day on their lonesome or wielding unprepared and untrained senior staff and SMEs, is asking for trouble.