How the Seniority Model Hinders PR Strategy.
Many companies use a seniority model for media spokespeople where only the heads,
chiefs and senior PMs are allowed to participate in media interviews. While they may be
the most senior because they are the best at their job, that does not mean they are best
at communicating your value to the public. Here are 3 ways the seniority model hinders
PR strategy.
- Limits reach
A smart person with a fancy title and poor communication skills is not helpful for media
strategy. This combination means they are not likely to be quoted or invited on shows. If
your company values seniority over effective communication, then your PR strategy will
suffer because journalists and producers want to connect with subject matter experts
(SMEs) who can are personable, interesting and can tell a story – not simply regurgitate
facts. There will be many times when your SME will be correct in predictions, but no one
will know because reporters won’t listen to them babble. - Reduces social media connection
There are billion-dollar companies with two likes on every Tweet (on a good day) and the
only engagement on LinkedIn is with employees. When you re-post articles that have the
same people who tell the same stories and use the same words, your audience tunes out
or they never engage in the first place. If your social media followers aren’t connecting
with the media placements you’re posting, it could mean the right message is being
delivered by the wrong person. - Makes company appear homogenous
If media spokespeople look the same and talk the same, then the public does not believe
any company statements about diversity. Spokespeople should reflect the company’s
world view. Lack of diversity can limit media interaction because it immediately excludes
the company from mandates that call for ethnic, racial and gender diversity.
The seniority model for media spokespeople is outdated as it can limit reach, reduce
social media interaction and create a homogenous appearance. While titles can add
weight to a spokesperson’s credibility, an effective media strategy requires SMEs who are
not only knowledgeable, but also savvy, likable and diverse. Our approach to creating a
dynamic media strategy includes a vetted and trained spokesperson roster that increases
visibility and share of voice.