Crisp, Clear, Concise

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As former White House press secretary, Ari Fleischer was the primary spokesperson for President Bush. He served as spokesman during the historic presidential recount, September 11th, two wars and the anthrax attack. His best-selling book, Taking Heat, details his years in the White House and reached #7 on The New York Times best-seller list.

Since leaving the White House, Ari has worked extensively in the world of sports. He has helped Major League Baseball deal with its controversies, as well as its opportunities, and he has worked for the Sony Ericsson WTA Tour and the Sporting Goods Manufacturers Association. He also helps advise several major corporations about their communications issues.

He does know a few things about crisis. His job seemed simple - listen to the question and answer it as clearly as possible. He excelled in answering questions that most others would consider 'badgering' and did it with ease. As President of Ari Fleishcher Sports Communications he spoke to a group of us at the National Sports Forum.

I enjoyed his discussion and here are some notes I took for marketers -

1 - Fans like to follow three types of personalities in sports - winners, those making a comeback, & athletes with a clean image. So lesson number one for marketers - make sure you pick the right people / product / service. Build your campaigns around those 'stars' and provide a clear path of how people can take the next step.

2 - Learn how to handle the bad news and take advantage of the good. Always stay in touch with your constituents and keep a pulse on what they need. Answer the little concerns before they become big. Highlight news quickly - good and bad. If you have bad news, make sure you have your 'spin' (explanation) on it. Know when to talk and when not to talk.

3 - There is tremendous power in messaging. Know what you are trying to answer before you frame the answer. As you put together your messaging make sure it is crisp, clear, & concise.

4 - Invest in social media education and listen in on social media channels. Know what the channels are and hear what people are saying. You don't have to respond to everything but you should be aware of conversations.

5 - You have to know what you are talking about. Immerse yourself in the product / service / athlete you are promoting. You should be able to translate what you learned into effective messaging.

6 - Most corporations have one spokesperson - make sure your messaging follows the same consistency.

Thanks Ari. Here is a link to more insight.