Organizations operate in a world filled with potential hazards, ranging from unexpected data leaks and cybersecurity breaches to intricate financial scandals and political errors. Smartphones and social media make it possible for any event to go “viral” in minutes, turning even the smallest problem into a huge disaster.
At McGallen & Bolden, we’ve watched the communications field change over the past 30 years. We don’t just call it “media training.” We call it “media coaching.” Why? Training teaches a leader a specific technical skill, while coaching helps them develop their voice over time in a strategic way to protect and improve the company’s reputation.
The C-Suite Needs to Set the Story
In the past, marketing departments often handled public relations. That way of doing things is old and risky now. When something goes wrong, like a facility disaster or a leadership failure, the C-suite, which refers to a company’s top executives, needs to be at the front, working with PR (public relations) to fix the problems.
PR is about a company’s reputation, which is the most important thing it has. It takes years to build a brand, but only minutes to tear it down. So, the smartest C-suite executives now make sure that their PR heads report directly to them, keeping them involved in every part of the business cycle.
Media Coaching: More Than Just Reading
Reading from a script is one of the worst things a spokesperson can do. People and the media expect a corporate leader to be an expert whose knowledge comes from real life and is natural.
Our media coaching programs help executives go from being “Non-Player Characters” (NPCs), which are just robots that look like they’re not really there, to “Player Characters,” who have a strong presence in the arena. This means:
- Realness over Flashiness: Communication needs to be honest, caring, and even humble.
- The Audition Mindset: Every interview is like an audition for a future call-back. You need to say things that matter and that people will remember.
- The Right Subtext: Being good at body language means paying attention to your posture, gestures, and tone so that you don’t seem uninterested or dismissive.
The “Pilot’s Approach” to Crisis Communication
Crisis management isn’t just about talking to people; it’s also about dealing with the crisis itself. We often look to the aviation industry for a model of how to solve problems. Pilots use Crew Resource Management (CRM) programs to avoid and deal with problems by making sure everyone knows their role, using checklists, and having closed-loop communication.
Organizations need a crisis preparedness program that is “live” and up-to-date, and they should test it with regular “fire drills” and simulations. You can’t “handle” a crisis when it happens; you have to be ready for it beforehand. When faced with a crisis, the most crucial action is to promptly and fully disclose the truth. Don’t attempt to conceal unfavorable information on a Friday; in today’s world, the truth will always resurface with greater force.
Winning in the Asia-Pacific (APAC)
Companies that want to grow in the Asia-Pacific region, which has a population of 4.5 billion, have an even bigger problem. The APAC region is a diverse market with more than 14 major languages and cultural differences that make it unique.
You need a partner who gets the “CELLS™ approach,” which stands for Culture, Economize, Local, Longevity, and Stretch. In APAC, people have deep relationships, and talking to each other in person is seen as honest. To meet realistic media expectations, you need local spokespeople who are good with technology and willing to go through tough media training.
Why work with McGallen & Bolden?
PR is your hidden asset. Advertising is about you telling the world how good you are, but PR is about having people you trust, like journalists, tell the world how good you are.
A retained PR program with a partner like McGallen & Bolden gives you:
- A “Red Team” Perspective: We question your internal “echo chamber” to make sure that what you say makes sense in the real world.
- Strategic Measurement: We go beyond old metrics like AVE (Advertising Value Equivalency) to build mindshare and positive feelings based on the Barcelona Principles, which are guidelines for measuring the effectiveness of public relations efforts.
- Holistic Expertise: We establish the foundation for your success by implementing everything from branding guidelines to internal crisis management systems akin to a wiki.
We’re here to help you get through these tough times with outstanding PR, whether you’re a C-suite leader looking to improve your voice or an APAC agency partner looking for proven expertise in the field. Talk to us today!
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Dr Seamus Phan – Global C-suite Publicist & Strategist (Biochemist, Cybersecurity & Webdev pioneer, Author, Journalist) with 37 years of professional field experience.
