We all know how important it is to choose the right spokesperson for your brand/company – but many people make the assumption that it should always be the CEO. While that may be true some of the time, during a crisis I would ask you to think twice about using your CEO in that capacity.
Myth 1: The CEO is the only person who should speak for the company.
The CEO should definitely be visible and even make statements, but in a major crisis it is best to appoint a different spokesperson. It takes the CEO away from his work and is a waste of his valuable time, plus it is a very stressful job. You need someone that is trained to handle the stress and has the right personality for this type of job.
- Look at the case of the BP crisis and their ex CEO Tony Hayward. Tony said a lot of things that were unfathomable to the public and the people injured by the oil spill. He was joked about on every network and he brought the value of his company down even further just by saying the wrong things.
Myth 2: There should be only one spokesperson.
You should have “one voice” for your company or brand – but you can have that one voice come from different people. As long as your message is consistent, you can have a couple of spokespersons – especially if there are technical or operational areas to be discussed. You can use experts from each area to explain their fields.
Myth 3: Legal counsel should decide what is said.
While it is important to know what the lawyers tell you is legal and not, etc. you need to follow what is best for the company and its publics. As my article said, “an organization can win in the court of law and lose in the court of public opinion.”
Myth 4: The CEO must be ‘on the spot’ to take charge.
The CEO should be visible, but does not need to take charge. There is a time and place for everything and everyone – each crisis is different and needs to be handled on an individual basis. Example:
- CEO Tony Hayward was inundated with work as the spokesperson for BP. The crisis was extremely large and Hayward became grumpy. I have listed a few of his quotes below and a couple of late night jokes that came out at the same time.
The BP oil spill disaster claimed 11 lives and has since spewed 20 to 100 million gallons of toxic oil into the Gulf of Mexico, May 31, 2010. Here are some of Tony Hayward’s quotes after the accident/disaster:
- “There’s no one who wants this over more than I do. I would like my life back.” BP CEO Tony Hayward, May 31, 2010.
- “When do we ask the Sierra Club to pick up the tab for this leak?” –Blaming the oil spill in the Gulf on the Sierra Club, arguing that the environmental group had driven oil producers off the land to more high-risk situations offshore, May 17, 2010.
- “I think the environmental impact of this disaster is likely to have been very, very modest.” —Tony Hayward, interview with Sky News television, May 18, 2010.
“What the hell did we do to deserve this?” –BP CEO Tony Hayward, speaking to fellow executives in London about the Gulf oil spill disaster, May 2, 2010.
- “The Gulf of Mexico is a very big ocean. The amount of volume of oil and dispersant we are putting into it is tiny in relation to the total water volume.” —Tony Hayward, May 14, 2010.
- “Yeah, of course I am” —Tony Hayward, when asked if he sleeps at night, Forbes, May 18, 2010.
In the end Hayward lowered the value of BP by billions and he lost his job.
Jokes at Hayward’s expense:
“The BP president said yesterday that the company would survive. That’s like someone running over your dog and saying, ‘Don’t worry, my car is fine.'” —Jimmy Fallon
“This Tony Haywire guy, whatever his name is, he told the BBC on Sunday that he believes the new oil cap that they’ve installed will eventually capture the vast majority of oil spewing from the well. You know, if they could capture half the BS spewing from Tony Hayward, people would be thrilled.” —Jay Leno
“BP wants Twitter to shut down a fake BP account that is mocking the oil company. In response, Twitter wants BP to shut down the oil leak that’s ruining the ocean.” —Jimmy Fallon
If you were CEO of BP – what would you have done after the oil spill in the gulf? How would you have handled their PR?
Do you believe that a CEO should ALWAYS be the crisis spokesperson?