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Involve the CEO in discussions about communication roles ahead of time CEOs have the title for a reason. They're usually well aware, or have been made aware by boards of directors, of their strengths and weaknesses. If communication skills are not among your CEO's strengths, discuss a suitable alternative. Get your CEO's agreement to designate a spokesperson well ahead of a crisis before passions are inflamed. |
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Involve the CEO in strategic decisions regarding your crisis plan If you do not have CEO support for your crisis planning ahead of time, you can bet that support will be even harder to secure once a crisis hits. Identifying potential problems ahead of time is a strength of any good CEO, regardless of his or her communication abilities. Make sure you make full use of that capability by involving him or her in identifying where you could have trouble and in developing a strategic plan. |
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Define what your CEO's role will be in a crisis Whether or not your CEO is a potent public communicator, he or she is still a powerful leader in your brand strategy. If internal communication is more of a strength for your CEO, he or she can be on the frontline of managing employee communications. |
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Don't Spin Don't try to cover up poor communication skills on the part of your CEO. Trying to convince reporters they don’t want a statement or that the CEO can't be bothered won’t accomplish your goal. And a public statement followed by a refusal to take questions won't satiate your stakeholders' demands for answers. Do give thought to credible and accepted substitutes and a clear explanation of when and under what circumstances the CEO will speak out to defend or explain events. |
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Don't Keep the CEO Hidden Not all CEOs make the best public face of the company, but in a crisis, the CEO's public absence will be noted. A CEO staying completely hidden is tantamount to someone not taking the stand in one’s own defense in a trial. If your CEO has weak communication skills and prefers to work the crisis behind the scenes, find some avenue of communication he or she finds more comfortable. Even limited engagement, such as the release of a statement or video, is preferable to silence at a time of crisis. |
Is Your CEO Ready for Prime Time?
Here are five items to consider when deciding who should meet the press during a time of crisis
By Aileen Pincus
With some planning and some candid discussion, you can determine when and whether your chief executive needs to be front and center managing your company brand, especially in a time of crisis, scandal, or a wave of bad press.