Five Reasons Why Media Relations Are Necessary To Protect Your BrandMay 15, 2019
- Many captains of industry and politicians in Malaysia are reluctant to take the time to understand the fundamentals of media interviews and consequently, the interviewees in an ill-prepared engagement, are more likely to be rated negatively.
- There are many examples but let me highlight the recent tense BFM radio interview last week between Penang Chief Minister Chow Kon Yeow and BFM journalist Koh Hsu Chuang.
- Chow slammed the phone down on the interview but before doing that, accused the journalist of being rude.
- When the actual interview content plays second fiddle to the side story of unchecked emotions leading to a tense situation, then the strategic objective of the interviewee, in this case, Chow has been waylaid.
- For example, what was supposed to be a normal business interview turned into a cringe-inducing episode of “what not to do during a media interview”
- Other news outlets such as Malaysiakini, carried the story focusing on the sideshow, instead of the actual story itself.
- In short – it became a trainwreck of an interview and a problem for Chow’s communication handlers.
- Chow could now be viewed by his stakeholders as well as the public as someone with a volatile temperament – this is a negative perception.
- Chow could have managed this interview better if he was better prepared; in any media interview, preparation is key!
- Chow would have then understood the techniques of bridging and flagging as well as having a sound grasp of the key messages/talking points.
- I would venture to say that Chow had never undergone media training; if he had, he would have also known that nothing is off-the-record and never do a telephone interview because it is harder to control the narrative and direction of the interview.
- It is prudent for CEOs and Chief Ministers alike to take a day out of their busy schedules, to learn how to engage with media, as corporate brands could suffer immensely with a bad, ill-prepared media interview!
Date: 28 April 2019