September 2024

In the last decade or so, have things changed in how companies should communicate with the media – which other channels beyond press releases are useful for conveying major news or business updates?

The basics are the same, and in many cases they have been forgotten. Such as: on what date are you reporting your results? Do tell.

Press releases are fine. But how come when I go to your website it doesn’t explain what the company does, where it is, who owns it, or who to contact to check how I spell the chairman’s name?

Communications is lost in complexity. Companies speak a language that is meaningful to them only.

No one knows who you are or what you do. Start there.

When a company faces a major crisis, from profit warnings to governance scandals, what’s your take on how businesses should engage with the media? What’s the most effective way to regain media trust post-crisis?

The question assumes I think big businesses deserve to regain trust. In many cases, they don’t. The media scratches the surface of things, then it moves on. You get away lightly.

If you are serious about avoiding major media crises how about this: be nice. Just don’t do appalling things all the time. You could try telling the truth in the first place I suppose. The truth has the advantage of being the easiest thing to remember, at least.

You’ve probably heard every piece of corporate jargon in the book by now. Is there one business term or buzzword that always makes you cringe when you hear it?

All of them. The point of them, as George Orwell said of political language, is “to make lies sound truthful and murder respectable, and to give an appearance of solidity to pure wind”.

Lately, “can we take this one offline?” is annoying me. It means: I am going to lie to you and want to set it up so that we agree you can’t call me on it later once it turns out I lied to you.

What is the most interesting thing you’ve read / watched / listened to recently?

How Not To Be a Professional Footballer, by Paul Merson (Lesson 13: Do Not Let Gazza Move In). I am thinking of writing something on similar lines.

Bullshit Jobs by David Graeber, a treatise on what is wrong with modern work places and why so many people are miserable despite having, on the face of it, a relatively easy life. If you read it, you might realise you are in a bullshit job and decide this cannot continue. It could change your life.

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Please note: The views and opinions expressed in this interview are those of the individual financial professional(s) and do not necessarily reflect the views or opinions of Alma Strategic. These insights are provided for informational purposes only and may not be relevant at the time of reading, as market conditions can change rapidly. The information provided should not be construed as investment advice or a recommendation to buy, sell, or hold any financial product or security. Individuals should conduct their own research and consult with a qualified financial advisor before making any investment decisions. Alma Strategic disclaims any responsibility for the accuracy or completeness of the information provided in this interview.