You can’t escape the media

Large companies and organizations often rely on corporate spokespeople to address the media on various topics. In many instances, they are often the only people authorized to speak to the media on behalf of the company. The prevailing logic suggests greater control over the message. Media relations experts undergo extensive media training and develop messages that are often vetted through formal approvals. It makes sense and often works well but it today’s global networking context, it is a limited approach.

Thanks to Facebook, Twitter, YouTube and so many other forums, everybody now possesses the ability to broadcast an encounter, a conversation or an event to a very wide audience. The starkest example is the 2012 leaked video of Mitt Romney addressing guests at a private fundraiser. The video exposed some very controversial remarks that would continue to be used against the candidate throughout his campaign.

This new dynamic can be both an opportunity and a danger. Social media has empowered us all to be truth seekers and reporters. It is a tool that should be used responsibly and respectfully. For companies, it also has very serious implications. Perhaps most notably, it implies a certain loss of control. There is one way to regain that control, however. Companies and organizations should ensure that all staff have access to the right message and information. There are all kinds of tools to help share consistent, up-to-date and factual information with staff. Internal websites are very conducive to this approach and should be used to that end. You can no longer always pick your spokespeople and you will not always know when you are on the record. One could debate what effect it will have on genuineness and that should perhaps be left for another discussion. For businesses, the point is to be aware and to be prepared. Whoever is speaking, be certain that he or she is well versed.