3 questions to ask before putting your CEO in front of the media during a crisis
In bad times, executives aren’t likely to perform better than they do in good times.
“A crisis is not the time to train your CEO on everything that they’re bad at,” said Elizabeth Cook, a senior partner at public relations firm FleishmanHillard, during a learning module hosted on Ragan Training.
If anything, Cook noted, the CEO is likely at their worst when the business is struggling, reporters are calling and consumer trust is sinking. Demanding that they speak with the press while dealing with high levels of stress and anxiety has the potential to make a bad situation even worse.
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