Judy Smith: PR spokespersons lack authority to deliver core corporate crisis apologies
Judy Smith · a16z Podcast | Crisis Time -- What to Do When Things Go Sideways · Jan 2, 2019 · at 13:45
Judy Smith, founder of Smith & Company and crisis management expert, explains why CEOs rather than public relations staff must personally deliver apologies during major crises.
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“I think if it's something that goes in direct relationship to the core of the company something like GM you would want to see the CEO out there apologizing and owning that and making sure that, that CEO is communicating what they're going to do differently. So it doesn't happen again. And you can't, a spokesperson can't convey that because they have no authority.”
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