By Kafui DEY
In today’s digital age, a single misplaced statement or awkward interview can spell disaster for a company’s reputation. Business executives, often unprepared for the scrutiny of the media spotlight, can inadvertently create headlines for all the wrong reasons.
Without proper media training, even the most seasoned leaders can fall prey to common mistakes that can damage their brand, alienate customers, and harm their bottom line.
Mistake #1: lack of preparation
In 2010, then-BP CEO Tony Hayward infamously declared, “I’d like my life back” during a televised interview about the Deepwater Horizon oil spill. His tone-deaf comment sparked outrage, making him appear callous and out of touch. Hayward’s gaffe exemplifies the perils of under-preparation. Without researching the audience, interviewer, and topic, executives risk appearing uninformed, insensitive, or worse.
Mistake #2: rambling or going off-message
During a 2013 interview, then-Yahoo! CEO Marissa Mayer rambled about her favorite TV shows, seemingly unprepared to discuss the company’s struggling stock performance. Mayer’s meandering responses left investors and analysts bewildered, eroding confidence in her leadership. This mistake highlights the importance of staying focused and on-message, lest executives appear evasive or uncertain.
Mistake #3: speaking “off the record”
In 2019, a candid remark by WeWork’s then-CEO Adam Neumann about the company’s financial struggles was published by a journalist, despite being uttered “off the record.” The comment sparked a media firestorm, raising questions about Neumann’s judgment and the company’s stability. This incident illustrates the dangers of speaking freely without considering the consequences.
Mistake #4: not using sound bites
During a 2018 CNN interview, Facebook’s Mark Zuckerberg struggled to articulate his company’s data privacy policies, using overly technical language that left viewers perplexed. Zuckerberg’s failure to craft concise, accessible sound bites allowed critics to seize the narrative, further damaging Facebook’s reputation. This oversight demonstrates the value of distilling complex ideas into clear, memorable statements.
Mistake #5: appearing defensive or evasive
In a 2017 BBC interview, then-United Airlines CEO Oscar Munoz appeared defensive and dismissive when discussing a passenger’s violent removal from a flight. Munoz’s tone sparked widespread outrage, leading to calls for his resignation. This incident highlights the importance of acknowledging mistakes, showing empathy, and taking responsibility.
Mistake #6: not bridging to key messages
During a 2015 CNBC interview, then-General Motors CEO Mary Barra failed to connect her answers about the company’s recall crisis to broader themes like safety and accountability. Barra’s omission allowed critics to control the narrative, casting doubt on GM’s commitment to reform. This mistake emphasizes the need to bridge answers back to core messages and values.
Mistake #7: using jargon or technical terms
In a 2014 interview, then-Amazon CEO Jeff Bezos used technical terms like “elastic compute cloud” and “machine learning” to describe his company’s innovations. While impressive to insiders, Bezos’ language likely confused many viewers, highlighting the importance of using accessible language to convey complex ideas.
Mistake #8: not showing enthusiasm or passion
During a 2016 interview, then-Twitter CEO Jack Dorsey appeared flat and unengaged when discussing the company’s efforts to combat harassment. Dorsey’s demeanor raised questions about his commitment to the issue, underscoring the importance of conveying passion and conviction when speaking publicly.
Mistake #9: not preparing for tough questions
In a 2019 interview, then-Boeing CEO Dennis Muilenburg seemed unprepared to address tough questions about the 737 Max crashes, leading to awkward pauses and evasive answers. Muilenburg’s struggles demonstrate the importance of anticipating challenging questions and preparing thoughtful responses.
Mistake #10: not staying calm under pressure
During a 2018 CNN interview, then-Facebook executive Sheryl Sandberg appeared flustered and nervous when discussing the company’s data privacy practices. Sandberg’s unease raised concerns about Facebook’s ability to navigate the crisis, highlighting the importance of maintaining composure under intense scrutiny.
Conclusion
In conclusion, media training is essential for business executives to avoid these common mistakes and effectively communicate their message to the public. By preparing thoroughly, staying focused, and conveying passion and conviction, leaders can build trust, strengthen their brand, and navigate even the most challenging media encounters with confidence. Remember, in today’s digital age, a single misplaced statement can go viral for all the wrong reasons – don’t let it be yours.
>>>the writer is a Consultant. He can be reached via +233 240 299 122 and or [email protected]
