Not all company executives like to give interviews and public comments, so usually press service representatives "take the rap" in front of the cameras. They make convincing speeches and accurately answer journalists' questions. But if the same thing is done by the company's executive, it arouses much greater interest in the media and their readers: his quotes are distributed among publications, and the weight of the news item grows. Therefore, it is important for PR services to invite management to communicate with the press more often. As in any work with people, there are nuances and risks here. We tell you what types of communication between top managers and the media have developed in the Russian media field and how this affects the company's reputation .
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At one of the master classes organized by Interfax for PR services, Alexey Firsov, founder of the social design center Platforma, showed his own classification of top managers by their method of colombia mobile database interaction with the press. Alexey has extensive experience working with media images of Russian top management: in the past, he headed communications departments in such companies as Sibneft, Gazprom Neft, Sibur Holding, and Rusnano.
Despite the fact that the master class took place in 2018, we decided to share Alexey's classification with you because we find it relevant and useful in many ways. And at the end of each description, we allowed ourselves to give small recommendations and tips to those PR specialists who will find common features with their management.
So, 7 images of top managers according to their way of communicating with the press:
1. Duelist
Example: Anatoly Chubais
Leaders of this type are quick to engage in debate, and their responses and comments are vivid and emotional.
Pros
They easily make contact with the press.
They have a fighting nature, so they willingly enter into a squabble.
They have a lively communication style, which attracts attention.
Capable of non-standard solutions.
Cons
They may give disproportionate reactions, for example, opposing someone lower in level and thereby increasing the importance of the opponent.
They exaggerate the consequences of negative news.
They don't let their press service get bored.
SCAN recommends:
A PR service working with this type of management should study the profile and characteristics of a journalist or publication more carefully before agreeing to an interview. Ideally, the interlocutor will be competent and balanced enough to ask interesting, constructive questions and not turn the conversation into a provocation.
2. Silent
Example: Dmitry Kamenshchik (Domodedovo)
Representatives of this type prefer “defiant absence”: they leave the information field, which in itself becomes a phenomenon.
Pros
They show demonstrative indifference to the press.
Silence adds mystery to their media image.
They can choose a bright moment and unexpectedly for everyone come out on stage with a statement, which greatly increases the significance of their words.