Does Your CEO Have Spokesperson Deficit Disorder (SDD)?

It's an all-too-common ailment, a not-so-silent killer of corporate reputation—often going undiagnosed even when the symptoms are evident. Early symptoms include negative or weak media coverage, "misquotes" and interviews that go off track. Although it can strike at any level within an organization, Spokesperson Deficit Disorder, or SDD, is perhaps most damaging if left untreated at the CEO level. So what can you do if your CEO suffers from this dreadful condition?

Gibson, Barbara. Communication World Bulletin (2007). Articles>Business Communication>Management

Prepare to Take Charge of the Interview 

Don’t be misled by the word interview. It’s not about sitting down and passively answering questions. A successful media interaction requires preparation, and it requires the spokesperson to take charge. I don’t mean dominating or monopolising the conversation, but taking responsibility for the success of the exchange — for both the journalist and the spokesperson. Here are a few suggestions you can make to help your spokesperson prepare to take charge.

Gibson, Barbara. WordPress (2006). Articles>Interviewing>Public Relations