Everyday PR

I feel his pain.  That’s exactly what I thought when I heard Robert Gibbs, President Obama’s press secretary, address a group of reporters the day that Senator Tom Daschle withdrew his nomination as Secretary of Health and Human Services.  The poor guy – Gibbs, not Daschle.  Having been on the firing line of reporters many times, I wouldn’t wish that pain on anybody.  The experience reflects poorly on the spokesperson and the one for whom she’s speaking.

If you don’t have the facts, spokespeople often have nothing to say.

Being a spokesperson of any organization is a lot easier said than done. And when the spokesperson and his boss aren’t in sync on facts and key points – even in non-controversial situations – it can be a free fall of credibility for everyone involved. The BFFs of those in the spotlight suddenly vanish.

Former President Ronald Reagan understood this. He included his spokesmen during briefings and meetings – anything in which the media could ask a question. The president’s relationship with spokesman Marlin Fitzwater was so close that Fitzwater could speak with confidence to the press on just about anything, including facts, figures and feelings. The same relationship existed between President George W. Bush and Ari Fleisher in the early 2000s. That’s the ideal.

If companies want consistency in their credibility, top executives must work with their spokespeople BEFORE the media ask questions. A five-minute conversation in the hallway between the CEO and the PR person can go a long way toward ensuring that key messages are accurately and confidently communicated. Considering today’s multiple means of communications, it’s a conversation that can and should take place every day.