How do you solve a problem like Jeremy?

2012-02-14 11:07:13 by Jenni

Jeremy Clarkson is not shy about sharing an opinion or two, and his recent characteristic outburst has landed him in hot water yet again. Since his appearance on The One Show, the BBC has received over 5,000 complaints and the public trade union, Unison, is demanding his unceremonious sacking.  

Although Clarkson has become a public figure in his own right, he also represents a brand, and as an ambassador of that brand he needs to be aware of how his actions could potentially affect the BBC and its reputation. So how can businesses manage media spokespeople effectively, without turning them into uniformed puppets?

First and foremost, any company that puts a person in the public forum needs to manage the risks and should provide media training. A media interview – whether it is dealing with a crisis, an emerging issue or a positive story – is an opportunity to protect and enhance your reputation, or potentially damage it. That is why your spokesperson must be equipped with all the knowledge and expertise to interview successfully, whether it is in print or live broadcasting.

Make sure your spokesperson is engaging and relevant to the audience. No one enjoys listening to a person who seems indifferent and so heavily scripted that a robot could do a better job. Readers and audiences like to read and listen to someone who is passionate about their subject, without coming across as opinionated. In order to be effective, spokespeople need to distinguish the fine line between scripted narrative and free speech.

Finally, don’t be controversial for controversy’s sake. Although it may seem tempting to use a divisive statement as a means of drumming up interest, the harm it could do to your business often outweighs any potential positive outcomes. To reduce the risk of ruffling feathers, make sure your spokesperson errs on the side of caution and remains objective.

So how do you solve a problem like Clarkson? As a presenter on one of the BBC’s biggest grossing programmes, it is unlikely Clarkson will ever see the unemployment line. But with a bit of coaching, and a few kind words, his regular dips in hot water could be few and far between.