As my husband rocks our 5-month-old daughter back and forth in his arms to give me some time to catch up on work, I can’t help but think about Frank Bruni’s column in last Sunday’s New York Times.
Mr. Bruni has a lot to say about today’s parents. He’s “confounded by the boundless fretting, as if ushering kids into adulthood were some newfangled sorcery dependent on a slew of child-rearing books and a bevy of child-rearing blogs.” He says we’re too permissive, we bargain with kids, and we give them too many choices.
Whether you agree or disagree with Mr. Bruni, his argument is hurt by one glaring fact: He’s not a parent.
Until he knows the awesome responsibility and love that goes into raising a child, the constant worrying about his or her future and the – let’s face it – fear of failure, Mr. Bruni is really in no position to criticize today’s parents. His attempt at mitigating that fact by mentioning the time he spends with his many nieces and nephews just doesn’t suffice.
Mr. Bruni’s column raises an important question for PR professionals trying to identify the right spokesperson: How credible is the person as a spokesperson? For example, are non-parents the best people to deliver messages about parenting? Are men the best messengers to deliver messages about women? Are Democrats the best envoys to deliver messages about what they see as necessary changes within the Republican Party?
Take, for example, last year’s House Oversight and Government Reform Committee hearing on religious liberty and contraceptive coverage. In a hearing that was incredibly important to health care for women, the first of two groups to testify that day consisted of all men. As a result, three Democrats walked out of the hearing, Planned Parenthood circulated a photo of the all-male panel and the Democrats’ narrative that Republicans are insensitive to women’s causes was furthered.
Choosing the right messenger can make or break your reputation, as Brad wrote in this blog post and in The Media Training Bible. The same principle applies when your organization deals with sensitive issues. Don’t let the corporate hierarchy be the sole determinant of who the right organizational spokesperson is. If your CEO isn’t the best person to speak on a specific issue, find someone lower on the food chain who will appear more credible to the public.
Do you share my view or do you think I’ve gotten it wrong? Please leave your thoughts in the comments section below. In the meantime, please follow me on Twitter @PMRChristina.
Christina Mozaffari is the vice president of the Washington, DC office for Phillips Media Relations.
Photo credit: Earl Wilson/ The New York Times