INTRODUCTION
Having the right company spokesperson is essential for your media relations efforts. This person will give your organization a voice and help build trust with the public.
More times than not, the CEO is considered the face of a company. However, there are some instances where your company’s subject matter expert(s) (SME) may be more beneficial for a media interview. Regardless of who is in front of the camera, it’s important that the public perception (of your company) is positive.
Here is when you should use your CEO for a media interview and reasons when the subject matter expert should handle the request.
WHEN THE CEO SHOULD DO THE INTERVIEW
The CEO should do a media interview when your company has a major announcement (e.g. expansion, mergers and acquisitions, etc.). These situations require the leader of an organization.
For example, when Kohl’s announced its partnership with Sephora, the CEOs of both companies provided statements.
Other times that the CEO should do the interview include during a crisis, after financial milestones (e.g. receiving an investment) and even after winning awards–think big picture. On the other hand, you should have a PR spokesperson handle day-to-day media interactions such as providing a quick comment on a current topic or confirming a fact.
The CEO also must be knowledgeable enough about your company’s technology or service offerings that he/she can discuss them at a high level, but not necessarily to the level of your subject matter experts.
Typically, CEOs should do interviews with national and business media. Meanwhile, it’s typically best for subject matter experts to speak to trade media, since they are likely more comfortable talking in technical terms or industry jargon.
WHEN THE SUBJECT MATTER EXPERT SHOULD DO THE INTERVIEW
When an interview requires someone with scientific or technical expertise, that’s when your SME should step in. He/she should have the credentials and training to get into the nuts and bolts of a topic, far deeper than your CEO would be expected to go.
Sanjay Gupta, CNN’s Chief Medical Correspondent, is an example of a subject matter expert. As of late, Gupta has become CNN’s go-to expert when it comes to COVID-19. Here’s a sample interview.
The SME also will better resonate with his/her peers, thus building credibility for your company. At the end of the day, a goal of a company would be to have its SME become the go-to source for media looking for background on a story.
When choosing who should be subject matter experts, choose one(s) that is/are experienced and/or hold some type of senior position. They also need to know about the mission and business objectives.
Prior to any type of interview or public speaking, each SME should go through a media training session, where they will learn how to answer reporters’ questions effectively while using the company’s key talking points.