They have to be knowledgeable, clear, concise and confident. In addition, different rules of engagement apply depending on whether you’re announcing good news, sharing your expertise or defending your brand in a crisis.
Here are common errors that top executives make, as well as how to avoid them:
Inaccessibility. It’s easy for leaders who don’t have a ton of experience in this area to think that their organization’s media relations department should handle most interactions with journalists.
We’ve seen leaders who are eager for media exposure but unwilling to be the face of their company in a published report. If you’re interested in protecting and enhancing the reputation of your organization, that walled-off approach can hurt instead of helping.
For instance, when a reporter approaches you with interest in your recently launched product, the biggest mistake you can make is to respond with a simple statement or some press release links. The reporter will deem you opaque, and you will miss an excellent opportunity to shape the public narrative about your company.