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The CEO Isn’t Always the Best Voice: Insights from Journalists
In the business world, CEOs often represent the company in public discourse, becoming the default spokesperson by virtue of their position. However, data from Edelman's Trust Barometer reveals that only 30% of journalists view CEOs as the most credible source of company information. This statistic signals a significant shift in how media perceives corporate communication, opening doors for other voices to emerge.
Highlighting Hidden Talents: Who Do Journalists Want to Hear From?
Journalists crave authenticity and depth, often finding more engaging narratives from employees on the front lines rather than from corner offices. For instance, the engineer who solves critical problems or the social media manager who understands consumer sentiment are invaluable sources for compelling stories. Highlighting these voices can turn technical jargon into relatable narratives that captivate audiences.
From Strategy to Storytelling: The Importance of Substance
CEOs often focus on broad strategy, which can fail to resonate with journalists looking for substance. When a major industry change occurs, reporters need specific examples and insights that showcase how the company effectively manages challenges. Here, firsthand accounts from team members provide the kind of vivid storytelling that captures both interest and trust.
Unleashing Voices: How to Cultivate Effective Spokespersons
Finding the right ambassadors within your organization is just the first step. It’s essential to train these individuals properly to ensure they communicate effectively with the media. Providing media training equips them with the tools to articulate their stories, navigate tough questions and engage effectively with reporters.
Managing Risk: The 'Going Rogue' Factor
While it can be beneficial to amplify different voices, there are risks associated with unprepared spokespeople. A cybersecurity analyst, for example, might risk downplaying the importance of their findings or even divulging sensitive information if they're untrained. Establishing clear media guidelines can mitigate these risks, ensuring employees know when to defer to communications professionals.
Why This Matters to Dealerships: Connecting With Your Audience
For dealership principals and automotive managers, understanding the shifting landscape of media relations can significantly impact sales and reputation. Engaging employees as spokespeople fosters a culture of transparency and builds trust with consumers, creating a narrative that resonates with today’s customers. In an age where authenticity is key, knowing how and when to use your team's stories can differentiate your brand in a crowded market.
Elevating Your Messaging Strategy: Final Thoughts
The role of a CEO in media strategy is critical, yet it’s crucial to recognize that true understanding of your company often lies beyond their perspective. As the business landscape continues to evolve, those who invest in harnessing the authentic stories of their employees will be best positioned to connect with both journalists and customers alike.
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