Navigating media interviews are challenging for business leaders and spokespeople, especially when questions veer into politically sensitive topics.
Although politics is often intertwined with current affairs, those who steer clear of it in professional contexts can maintain a reputation of neutrality, allowing them to appeal to a broader audience.
Media training, particularly crisis media training, equips leaders with essential skills to manage political questions tactfully, keeping their brand and reputation intact.
The Risks of Political Statements in Business
For a business leader, public statements carry significant weight and can influence public perception of the company. Expressing political views in media interviews can alienate certain customer segments or create unnecessary divisions within the company itself. Just look at the current US elections where opinions are so polarised at the moment.
When a business leader aligns publicly with a political stance, it risks creating an impression that the entire organisation holds similar views, which may not be the case. This association can lead to reputational risks, customer boycotts, or even conflicts within the team.
In recent years, audiences have become increasingly aware of brand affiliations and values, and any political stance can prompt strong reactions.
Media training helps leaders to focus on their core message, equipping them with techniques to avoid political discussions while keeping the interview on topic. By refraining from political discourse, business leaders can remain neutral, which often translates to a more stable and inclusive image.
Staying on Message
Media training is designed to help business leaders communicate confidently and stay aligned with their brand message, especially during challenging interviews. Staying on message involves redirecting political questions to align with the company’s goals, values, and purpose. For instance, when faced with a politically charged question, leaders trained in media strategy know how to pivot the conversation back to business topics.
Spokespeople need to learn to identify questions that could derail the conversation and understand the methods to handle them. Crisis media training, specifically, prepares leaders for high-stakes interviews where potentially harmful questions might arise. By practising responses to tough questions in advance, leaders can face challenging moments without inadvertently stepping into political debates.
Neutrality in Crisis Media Training
Crisis media training often includes exercises that encourage leaders to remain composed and neutral in volatile situations. Trainers guide spokespeople on techniques to answer difficult questions diplomatically, avoiding any appearance of taking sides. Media trainers also provide methods for politely deflecting questions, allowing the spokesperson to steer the conversation in a direction that aligns with the company’s core message.
An example of this might include using bridging statements. A bridging statement enables the spokesperson to acknowledge the question without directly addressing it, guiding the conversation back to a safe topic.
For example, if asked about a politically controversial policy, a trained spokesperson might say, “While there are varied opinions on that matter, our focus remains on providing excellent service and value to our customers,” and proceed to discuss the company’s recent achievements or upcoming goals.
Building a Positive Brand Image Through Professionalism
Through tailored training sessions, media training professionals help leaders fine-tune their communication style, ensuring they appear both authentic and composed. When a leader can calmly and neutrally handle potentially divisive questions, they reinforce their company’s commitment to serving all customers without bias. This focus on neutrality and professionalism ultimately builds trust among a diverse audience.