Who should go “out front”?

Whether you’re experiencing a crisis, launching a new product, or trying to get people to attend your annual fundraising event, a key first decision is selecting the person who will be the “voice” of your messaging. Most people are inclined to go “straight to the top.” That’s why you expect to see the mayor at the podium after a tornado. That’s why, when we think about Steve Jobs, we remember him on a stage announcing new devices.
Bar graph showing relative trustworthiness of different spokespeopleBut is this always the best approach?
The 2015 Edelman Global “Trust Barometer” is a fascinating report of a world experiencing a crisis in confidence. Media, Business and NGO’s all are experiencing an increasingly skeptical public. You can highlights of the report here.
But Slide 20, on the credibility of organization spokespersons, has very practical day-to-day implications. It turns out the public considers a regular employee or a company technical expert as more credible than the CEO.
This doesn’t mean the CEO doesn’t have an important role in communications. Especially in a crisis, it is his or her duty to be out front, reassuring the public that the organization’s full resources are directed at the challenge.
But these finding are a reminder that there is considerable room for creativity when it comes to choosing a voice for the message. In some cases, the CEO’s most important role may be in introducing the front line employee who already has the trust of the customers and the public.

— Beverly Bartlett

C2 Senior Strategist

Share This Article
Facebook
Twitter
LinkedIn
Email
Pinterest
C2 Strategic Communications wins PRSA "Landmarks of Excellence" Awards

C2 Strategic wins multiple PRSA “Landmarks of Excellence” Awards

Multiple public relations and marketing communications projects by C2 Strategic Communications earned praise at the 2021 Landmarks of Excellence Awards by the Public Relations Society of America Bluegrass Chapter. Members of the C2 Strategic team attended the Oct. 14 event at the Kentucky Derby Museum to network, celebrate a successful year and receive their awards.

Read More »

Louisville’s largest public relations firm continues to expand with addition of senior strategist Dominic Manecke

C2 Strategic Communications is excited to announce the latest addition to its all-star team of public relations professionals. Dominic Manecke, an award-winning communications expert with extensive experience working alongside a multitude of corporate leaders and government officials, joins C2 Strategic as senior strategist in its Louisville headquarters. Dominic comes to C2 Strategic after more than

Read More »

Lexington-based senior strategist Brenna Angel joins C2 Strategic with focus on transportation projects

C2 Strategic Communications is growing its team of seasoned public relations professionals and expanding into Central Kentucky. Brenna Angel, an award-winning communicator with experience in local government and journalism, joins C2 Strategic as a senior strategist based in a new Lexington office. Brenna will strengthen C2 Strategic’s transportation segment, working closely with engineering firms and

Read More »
Scroll to Top