Being left out of the loop is a nightmare for any press officer. Whether dealing with a crisis or a positive opportunity, being the last one to learn about something can have severe consequences for a company’s reputation and communication effectiveness.

It is not uncommon to hear stories of professionals being caught off guard by news about their clients in the media. Situations such as unauthorized notes in columns, unscheduled interviews, or a lawsuit discovered only through the media are more common than one might think.

With the democratization of information, anyone can become a news source. Employees share their accomplishments on social media, dissatisfied customers post negative experiences online, and all of this can reach the press before the company’s communication team is even informed. This new scenario requires companies and PR teams to be more connected and vigilant than ever. Let’s explore below how transparency can be applied to avoid surprises.

Effective Communication: Establishing transparent and open channels of communication within the company is crucial. All departments must understand the importance of informing the PR team about any relevant news.

Training and Awareness: Executives and employees should be trained on the importance of communicating with the PR team. This includes giving prior notice about interviews, events, and other situations that could lead to news.

Understand that the press officer is also a consultant: Trust their ability to identify what is relevant and avoid traps or negative exposure. This also helps protect the spokespersons and the company.

Focus Communication Demands on the PR team: Centralize all media interactions with the PR team to ensure the communication strategy is not compromised.