Public Relations Basics: Put Your Best Spokesperson Forward
Posted by: Mark McDonald

When a company is involved in an issue impacting the general public and hopes to generate positive public opinion, who is the best person to respond to the hometown media covering the story?

Often, for some inexplicable reason, companies turn to their attorney. Most lawyers are capable professionals who help us navigate our legal system. What they don’t teach at law school is effective public relations, crisis communication techniques, media relations, and strategic communication principles.

Recently, a Lincoln Journal Star article reported the decision by the Downtown Lincoln Association (DLA) to oppose converting the parking lot across from Gold’s Galleria into a hotel because it was not consistent with the downtown Lincoln development guide.

When the media reached out for a reaction from the owner of the parking lot, who would clearly have a large financial interest in the project, he promptly deferred to his attorney who, in turn, began what appeared to be a tirade against the opposition via the reporter covering the story.

In acting as the public relations spokesperson, the attorney slammed the DLA and sounded like a man angry at the world. The attorney did nothing to move public opinion in favor of his client, and probably did his client damage in public opinion. The DLA is an organization with a track record of solid support for the Lincoln downtown area and has built in credibility around the city.

In this case, the owner of the lot could have easily expressed his concerns with the DLA’s opinion while highlighting all the positive things the hotel would bring this area of town. He could have represented himself as a person concerned about the development of downtown Lincoln. A short session developing public relations strategy and formulating a strategic approach to a discussion with the reporter would have gone a long way in this story.

What’s wrong with trotting your lawyer out for the media? First, most people are skeptical when a lawyer is speaking. Jokes aside, general public perception holds lawyers with a bit of mistrust. A large percentage of the audience will automatically not take your side when your lawyer is the spokesperson because a lawyer, by trade, is a partisan, on the side of his client. And that’s fine, but that doesn’t tend to telegraph a dispassionate reading of the issues.

Second, as was the case here, many attorneys don’t think they need to think strategically when they encounter the media. In this case, it appeared the attorney thought it was appropriate to use the newspaper as a sounding board for his and his client’s frustration.

Finally, it is much better to have a regular citizen or businessman represent his own interests in the public eye. Even a skilled public relations consultant does not have the level of credibility as the person directly involved.

The lesson: Develop a strategic communication plan before talking to the media and execute it with credible spokespeople who will gain the acceptance and trust of the audience. Working with media is not a natural skill, but with strategic communication planning and media relations practice, anyone can be a credible spokesperson.

-----------------------------------------------------------------------------------------------------------
Vox|Optima Public Relations is expert at public relations consulting, crisis communication, strategic communication, media relations, branding, marketing, advertising, web marketing, and web design. It provides public relations consultants and help to clients in Lincoln, Omaha, Hastings, Fremont, York, Eastern Nebraska, and throughout Nebraska.