Should CEOs Be Media Spokespeople?

Bron Eames, managing director at Haslimann Taylor, writes:

The FT was asking the question recently whether CEOs should be media spokespeople or not. Predictably, the importance of media training was brought up. As was media relations being part of the job, as was the media’s appetite for picking up on bad news and looking for a quick hit.

There are times when the need for common sense is really quite staggering. Of course people, staff, customers, shareholders, local communities want access to the CEO. If he or she can’t communicate effectively, surely they should not have been appointed?!

Media training will help with confidence and technique, and an understanding of the practicalities, but being a good communicator should surely be part of the mandatory criteria for the man or women at the top?

Honesty and integrity are more important now than ever before – even when the news is bad, people need to know.

This is not a plea for companies to spend more on media training, but for more boards to understand the importance of communications. Bad communications can damage share value on its own, and in the current economic climate, that risk is surely one to avoid?