I just watched a CNBC interview with a CEO (no need to disclose the CEO’s name or his company). Critiquing what the CEO did well — and what he could have done better — is an opportunity to share some real life spokesperson DOs and DON’Ts.
Media Interview DOs:
- Given today’s news about the devastating earthquake and tsunami in Japan, the CEO started his interview correctly by expressing genuine concern and empathy for the people of Japan.
- He delivered his key messages and repeated an important message more than once.
- The CEO reframed potentially negative perspectives paraphrased by the reporter in order to communicate a more positive company stance. The reporter said, “…The news must be a win for your company.” The CEO replied confidently, “The news is a win for consumers.” Bravo!
Media Interview DON’Ts:
- In an attempt to demonstrate the company’s commitment to their customers, the CEO said that his company “thinks of customers as friends.” Unfortunately he took a positive point about wanting to deepen the company’s relationships with their customers to an unbelievable extreme. Just sounded silly.
- He beat us over the head with his key message. Once is good; twice can be better if the actual wording or context of the message delivery is different. More than that begins to feel overly scripted and opportunistic.
- The reporter asked a tough question and the CEO handled it, calmly responding that he had nothing to add to the information already released on the issue. (Better than saying “no comment.”) But then he kept talking and ending up mentioning the negative perceptions that he was hoping to avoid. It’s almost always better to stop talking after you’ve answered a tough question.
Overall, the CEO did a very good job. There are teachable moments everywhere for corporate spokespersons who want to polish their media interview skills. Start paying attention to executive interviews–whether on CNBC, the nightly news or in print media and do your own constructive critique. What is the spokesperson doing well and what would you do differently?