Winter 2014
|
15
Influence with Ease
®
T
here are times when being a manager
can make you a media target. The larger
your organization, the greater the odds of
something embarrassing happening that
ends up for the world to see on YouTube.
Over and over. It could be a spill that causes
environmental damage, a defective product
that needs recalling, or an employee
videotaped sleeping-on-the-job. If you are
that manager being asked by a reporter to
comment, here are a few tips to ensure that
your company’s brand and your personal
reputation withstand the barrage.
Silence may be the best option
Decide if you are the right person or the
right company to make any comment at
all. If you are not a senior manager in your
organization, or a designated corporate
spokesperson, you should refer media
inquiries further up the chain of command.
There may also be confidentiality issues
that prevent you from commenting. If the
issue in under legal investigation, if you
are working on behalf of a client, or if
it concerns your employee’s private life,
then chances are, you are not the person or
company who should be making a comment.
Don’t say “No comment”
You’ll sound like a mafia bookkeeper. And
you’ll appear to be guilty in the court of
public opinion. Instead, if there are indeed
reasons why you shouldn’t comment,
then explain, “It’s inappropriate for me to
comment on this because. (give the reason).”
Reporters can be relentless, so chances are
they’ll ask another question in another way.
When that happens, use their name and give
them the broken record response. “David, as
I just explained, it would be inappropriate
for me to comment. I wish I could help you
more.” Then sign off.
Don’t hide
In my customer service seminars I encourage
all employees to identify themselves as a
matter of course every time they answer the
phone. Otherwise, customers – especially
dissatisfied customers – perceive them to
be hiding. Similarly, when disaster strikes,
senior managers shouldn’t hide behind
subordinates. There is a time for Presidents,
CEOs, and Board Chairs to be front
and center. You need to be perceived by
everyone – including your own employees
– as being visible and available when the
heat is on. Go to the disaster site, talk to the
accused employee personally. Get the facts
first-hand. And speak using ‘I’ language.
Buy yourself time
You’ll need it to gather the facts. Explain to
the reporter that you are looking into this,
and that you’ll have a comment for them at
such and such a time. Notice the positive
wording. rather than saying, “I won’t
comment until.”, instead state, “I’ll have
a comment for you as early as….” You’ll
be perceived to be upfront and cooperative
rather than aloof and defensive.
Admit errors and apologize
This is perhaps the biggest mistake
executives make when problems happen.
By Jeff Mowatt
How to handle the media during a customer service crisis
W
hen
60 M
inutes
C
alls
