The Playbook: Your Leaders are the Face of the Brand
Your company’s executives are the living embodiment of your company’s values. We’ve seen a clear shift from behind-the-scenes leadership to public-facing accountability over the last decade. We see this most clearly when an executive behaves badly – see the Coldplay kiss cam debacle. However, if utilized correctly, your executives can be the greatest asset to your brand’s reputation and your communication strategy.
A great leader manages business development, people, and strategy expertly. But do they know how to think in soundbites or bridge questions effectively? Can they do those things under pressure? It’s our job as communications professionals to help our company’s leaders feel confident when that hot mic is pointed at them.
The Defensive Play: Navigating Crisis Communications
The communications team has a plan for when things get rough. They have messaging templates, press conference locales chosen, and a list of appropriate spokespersons. Many times, the CEO is not the right person to put in front of the camera, but sometimes they are. I would go so far to say that if you are utilizing your CEO during a crisis, the stakes are high. In the heat of the moment, media training should have already built a strong foundation so that your CEO – or anyone in the C-suite – feels prepared.
Media training is not about theory. It’s an opportunity for the highest level of leadership to practice and learn in a judgment-free environment. We recommend using a camera and someone with journalism experience to practice real-world interview scenarios. You should dive into the questions your leadership is most afraid of answering, as well as practice short explanations for complex processes.
The Offensive Play: Proactive Storytelling & Product Launches
You may wonder why you should budget the time and money for media training for the rare crisis scenario. I would argue that just as you say, “It could never happen to us,” it will. However, even if you’re lucky enough to never experience a reputational crisis, effective and consistent media training maximizes positive visibility. Executives who are confident in front of the media speak in soundbites that are easy for editors to keep in the final cut, giving journalists that human hook they want. This proactive preparation also allows executives to consistently build their reputation as go-to industry thought leaders.
A great communications strategy can and should be tied to business outcomes. In our society of short attention spans and infinite information, it isn’t enough to share a product launch or philanthropic effort as a press release. Our audiences want to see a face; they want to know the people behind the product. A pitch is more likely to be picked up if you’re offering an interview with someone from your C-suite or a VP. Your leadership will be more comfortable saying yes to these impactful interviews when they feel prepared and practiced.
Ready to Set Your Executives up for Success?
Ultimately, if you want better press, mitigated risk, and a strong brand, media training is your winning edge. At Ohlmann Group, we help leaders feel prepared in interviews and tie communications to business outcomes. We have facilitated media training with all levels of management across multiple industries.
Let’s talk about how our communications experts can help your team feel confident in front of a hot mic.
