Never underestimate the importance of your media spokesperson.
That’s a rule we’re quite familiar with in public relations, especially when dealing with a crisis or a sensitive issue which requires that special someone who can appeal to the masses. I was suddenly reminded of this “Golden Rule” when I was on a business trip last week and from my hotel room tuned into Toyota’s much anticipated press conference about its field test of the infamous “Runaway Prius.”
All of the major news stations covered the bulk of the press conference while splitting the screen with images from the field test, as well as images of the “Runaway Prius” that eventually came to a stop with some help from a California Highway Patrol car (you’ve gotta admit it kind of made you think back to O.J.’s Bronco chase down the LA highway).
Of course it was only a matter of time until the news pundits started analyzing every single word and moment of the press conference and interviewing various experts – from electronic design engineers to tire repairmen – about whether Toyota’s latest “media stunt” could be deemed a success in transparency (the reigning champ of buzz words for the past few years) and help to protect its fragile brand equity.
Like any good PR newshound, I eagerly flipped around to all of the channels to see what the various pundits and experts had to say—and I was struck by one of the anchors who commented: “This is a new spokesperson they’re using…and you know what? He actually seems genuine and sincere. Talking now just as a regular guy and consumer, I actually believed what he was saying. This was a good move on Toyota’s part to use him today to deliver this information…”
Like most of us, I’m used to seeing media spokespeople literally get picked apart—from the way they’re dressed to the sound of their voice. So a pundit actually saying a company spokesperson seemed genuine and believable took me by surprise.
Throughout this entire public ordeal, Toyota has often been accused of being defensive and closed-mouthed, but perhaps they finally found the right company mouthpiece in the midst of this $2 billion recall.
The lesson for PR pros – and our clients – is don’t send just anyone to a media interview. Select an articulate, sincere, and approachable spokesperson who, whether during a crisis or a product promotion, will help define the values of the company and have your biggest critics actually believe in what you’re saying.