We gave you guidelines on when NOT to be in the media. Here is when and how you should.
Ideally, the PAO is a connector, an enabler, a strengthener – never the star of the show.
98% of the time, you are not the subject matter expert on the topic being discussed.
Behind the scenes, you are the expert on the relevant format (news conference, print interview or live broadcast). Your job is to identify the right expert in your organization and have them well prepared for success…
Sometimes you will put your ugly mug in front of the camera. When something shitty happens, feel free to provide the on-camera, on-the-record facts. Feel free to deliver one or all of the forever lines in order to protect the organization’s reputation and put the situation in context.
Sometimes, you stand in front of a camera in a bad situation simply so no one else has to.
