The new client was a small startup company. I was brought in to help them explain how their rather complicated product could benefit various stakeholders including the media. From my vantage point, I wanted them to learn how to move the ‘why should I care’ dial.
The first person to enter room was the president and CEO who didn’t say hello but asked “where is the escape route?”
“Escape route” I asked. “Are you planning to leave?”
“It depends how your session is” he retorted. “I typically don’t like these things.”
“Have you ever attended media training?”
“No” he shot back, “but the media is wrong all of time and I already know how to talk about what we do.”
“Well,” I suggested as the rest of the group entered the room, “good media training is good communications training and perhaps you’ll learn something you didn’t know.”
“Maybe” he remarked, “but I doubt it.”
This is a man who is in charge of leading his young company and product to success. Aside from poor manners, his arrogance, ego, negative attitude and sour tone filled up the room like a stale aroma. [Read more…] about Moving the “why I should care” dial
