Posts Tagged ‘media spokesperson’

The banana peel effect

posted by Brian Shrowder

One of Australia’s more successful political figures, former Queensland state premier Peter Beattie, was quoted recently talking about the pressures posed by the 24/7 news cycle on people in public life.

“They are constantly on beck and call, and frankly I don’t care how smart anyone is, one day you will make a mistake,” he said. And when that happens, the mistake is publicly repeated again and again. 

“Boo-hoo”, you might think. If you’re a politician, media scrutiny comes with the territory.

But hold on a moment.  If media interviews are that difficult for a seasoned professional how hard must it be for those other spokespeople – the CEOs, GMs and corporate affairs managers – who face the media infrequently, perhaps only when there is a difficult issue that’s stirred public interest?

It’s the banana peel effect. A trip or slip-up made in an unguarded moment will always be more newsworthy than the media release already in a journalist’s hands.  

Sometimes it’s the thrill of the ‘gotcha’, as happens when world leaders are (all too often) caught chatting near a ‘hot’ mike at a G7 summit.

While there’s no magic bullet for handling the media’s banana peel, there are ways to help avoid a misstep. Honesty and authenticity are a given, but there’s more to it than that.

For all the new rules of social media, there are some old rules that still apply: having a well-prepared message and a disciplined focus, and giving proper attention to your audiences’ real concerns are as important now in the age of digital communications as they have ever been.