Ten media training tips for leaders (BP listen up!!)
Posted on 10. Jun, 2010 by helen in all posts, blogs, featured
There isn’t a day that goes by at the moment without another character assassination of the Chief Exec of BP. Daily ritualistic vindication is almost overtaking the wider and far more important issue of the enevironment. But if there’s one thing we like to do when there’s been a disaster, it’s blame. In fact just a few hundred years ago he’d have been burnt at the stake or taken to the gallows. Some may argue that this fate may be preferable to his current treatment at the hands of the American press and one wonders why he allowed himself to get into such a situation.
In my mind there are two issues at play here, the first is the obvious lack of a clear strategic crisis management plan and the second is the cultural difference between the US and the UK. What is acceptable comment here is certainly not acceptable in the USA. We may assume that due to the general view by Americans that the English accent is twee and cute we must also be aware that at times of crisis it can also sound flippant, superior and trite. This is not a good look when you are responsible for a major environmental catastrophe.
What I find incredulous is the lack of advice that this man has recieved. Surely as the CEO of one of the largest oil companys in the world you would have had some media training? In fact you would be on a rolling programme of media training linked to the cultural nuances and idiosyncracies of the countries you are operating in and around. Am I being too simplistic? Has common sense baffled BP? There’s no doubt that BP will have a PR strategy but what about the personal PR of the company’s leaders.
I regularly provide media training which includes crisis management to companies across the UK but the majority of my delivery is public sector. There is a distinct belief by the private sector that much like crashing your car it will never happen to me. However as we have seen over the last few weeks it does and it will. Being prepared to face the media should be as important as your clients or customers because they will be the first to go if you’re not. Here are ten tips to help you face the media
1. Create a crisis management strategy based on scenario planning
2. Involve your senior team. Remember the media will not be satisfied with the ‘Communications Director’ or the ‘Press Office’ they will want the big guns, the CEO, the directors, the Chair as these are the accountable people and the ones earning the heftiest salaries
3. Keep your friends close and your enemies closer. Now I’m not suggesting the media are the enemy but I am advising you to build a relationship with them especially at a local level as this is where most big stories break. It will also help bring you good PR when you’re not fighting a crisis
4. Look the part. It’s amazing how the wrong choice of shirt can affect a first impression. We are told not to judge books by their covers but we naturally do, so plan for this event and keep yourself presentable especially if you’re going on camera
5. Learn the game. The media operate in mysterious ways – well actually they don’t, it’s just they don’t like you knowing how they operate as it benefits them.
6. Never take it personally. You are the boss for a reason and you must put the company’s reputation first. By stating ‘I want my life back’ BP’s CEO connected the story to his personal feelings and alienated half of America!
7. Block and Bridge. Use key phrases to change the direction of questioning and block leading questions.
8. You are the expert. Remember there is no story without you good or bad. Use your expertise and knowledge to turn negative situations around.
9. Rehearse, Rehearse, Rehearse
10. Call in the trainer
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