Chapter Rewind | By: Gabriel Soltren
The Orlando chapter of FPRA heard from five local chief executive officers who delivered pearls of wisdom to attendees at our “PR in the Boardroom” panel discussion at Full Sail University.
According to the panelists, PR professionals can help their CEOs by asking if they are sure about what they are going to say. Contrary to popular opinion, executives should never say, “no comment.” Problems start with “less than perfect communication,” said a panelist. They suggested that reading statements drafted by legal teams could come across negatively. Instead, executives should practice their remarks.
During a crisis, legal teams should not be the primary voice of the organization. The CEO in charge can provide a stronger voice. For example, after an assault with a deadly weapon, the public will feel more comfort from the words of an armed law enforcement officer assuring them that the situation is under control.
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