In this guest post, PR expert Sue Rizzello explains why CEOs MUST take responsibility for their own communications.
You are the boss, so PR is somebody else’s job, right? Wrong! In these times of rapid global information sharing, CEOs, senior managers and entrepreneurs must be confident and capable communications leaders. If you’re the boss, communication is your responsibility. Here are 3 reasons why:
1. You are the brand ambassador
Your brand needs ambassadors – and you are the most important one of all. Every time you go to a meeting, attend a conference or speak to someone on the phone, your company’s good name is on the line – and the same applies to your colleagues and employees. Messages about who you are, what you do and why you are different should be clear and compelling, and you need to make sure that everyone in the company is delivering them consistently and in every situation. Shape, drive and safeguard your brand’s reputation through excellent communications, from the top down.
2. Bad PR can affect the bottom line
Big news stories can have a big impact – a news story picked up by the mainstream media can have a material effect on your company’s value, and fallout from bad PR can dog its reputation for years. The dissemination of sensitive information about, for example, a branch closure, redundancies, a sudden resignation from the board or a workplace accident must be carefully thought through and well-timed; messages must be consistent and clear and you need to be prepared for any awkward questions that might be thrown at you. Strategic communications are too important not to have your full attention.
3. You must control a crisis
Crises happen – and you need to be prepared. Planning ahead for a crisis situation enables you and your team to cope, if and when it occurs. If you don’t plan how you will respond, a crisis can quickly turn into a catastrophe for your business because, in today’s world of high-speed global communications, a slow reaction or an inappropriate statement can be reported and shared within minutes. When a crisis happens, you need to minimise speculation and uncertainty, only make statements that are perfect in accuracy and tone, be consistent and stay in control. Be ready. So is it time to get in control?
Do you need help with communications, reputation management or crisis communications? Contact us on 020 8332 6200 or firstname.lastname@example.org.