This article draws on public communications examples discussed in 2017.
Anyone in the spotlight needs to consider how their words may be received. An unfortunate phrase, an unexpected detail or a spontaneous reaction can take on a life of its own. Once people begin sharing it, the original subject may receive far less attention.
Sometimes a striking remark is deliberately used to shift the conversation. In other cases, the speaker is surprised by what people remember. Either way, it raises an important question for spokesperson preparation: what will the audience take away from this exchange?
Notice what competes with the main message
A public appearance communicates more than the words in a prepared statement. At the Dutch Prinsjesdag ceremony, for example, clothing and hats attract their own coverage alongside the political announcements.
A short phrase can have a similar effect. It may be easier to repeat than a detailed explanation, and it can become the shorthand through which people remember an event. The challenge is to recognise that possibility without assuming that every unexpected detail is a crisis.
A well-chosen response can change the tone
During the announcement of her engagement to Willem-Alexander, Máxima responded to a question about an earlier remark of his with the memorable Dutch phrase “Hij was een beetje dom”—roughly, “He was a little foolish”.
The response became widely associated with the occasion. From a communications perspective, it illustrates how a concise, human answer can affect the tone of a conversation and become more memorable than the longer background discussion.
That does not mean every spokesperson should look for a clever line. The response needs to fit the person, the question and the seriousness of the issue.
An emotional reaction can become the headline
After losing a podium position through a time penalty in 2017, Max Verstappen used an offensive term about a race steward. Attention then extended beyond the sporting decision to the words he had chosen.
The example shows how quickly a reaction can become a second story. Some supporters may sympathise with the frustration, while others focus on the language. A spokesperson cannot assume that the audience will separate the emotion from the words used to express it.
A recognisable style is not a universal model
John McEnroe’s arguments with tennis umpires became part of his public image. His outbursts were memorable and, for some fans, part of the spectacle.
But a distinctive personal reputation does not provide a reliable template for another speaker. What audiences expect from a famous athlete may be very different from what they expect from a company representative. Context and expectations matter.
Prepare, listen and remain honest
The first step is to recognise that a secondary detail can overtake your intended message. Prepare the explanation you want to give, consider likely questions and practise responding to criticism without losing the point.
Media training provides a place to test that preparation. It also helps you pay attention to how your answer sounds and how your presentation supports—or distracts from—the story.
Above all, remain honest and recognise when an apology is appropriate. Read our articles on apologies in crisis communication and the fundamentals of crisis communication for related advice.
Our PR teams in Amsterdam and Antwerp can help you prepare for the conversation ahead.
Sylvia
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