Ask The Pros
HOW A VP OF COMMUNICATIONS BECAME A TRUSTED BUSINESS PARTNER
If you have a corporate communications department in your organization, you know how much you rely on this group. They handle sensitive internal and external issues on a daily basis and they have to get it right, the first time.
The job of a communications director or VP is managing the media, getting positive press, dealing with crises, writing speeches, overseeing the publishing of newsletters and internal communications, and working at the strategic level to meet business goals. When it’s done well and you have a good working relationship with your communications team, you better believe it will have a tremendously positive impact on your organization.
The question is how to do it well. That’s why the Voice of Leadership decided to ask a pro:
Paul Pitas is Director of Corporate Communications for Dean Health System, a medical services and insurance products company with 55 locations in Wisconsin.
Paul has 17 years of experience in this role, and prior to that was a respected television news director, reporter and anchor. Most importantly, he has an enviable relationship with his boss and senior management team.
VOL: Many CEOs would like to have a Communications VP who they trust implicitly, and rely on to get positive press. Can you explain the unique relationship you have with your boss and why it works?
Paul: I've always tried to paint a realistic picture of how media make decisions. When we're pursuing positive media coverage, we're raising the visibility of the organization. There can be risks with that because higher-profile organizations are more easily put under a microscope. We have an understanding here that positive news coverage won't last long if we don't handle negative situations with some of the same openness.
VOL: What are the benefits to any organization when a PR/Communications person is on the strategic team and in the loop on decisions?
Paul: Public relations practitioners can help influence decisions made by leaders of the organization by providing an understanding of emerging industry issues, community attitudes, and possible media reaction. Public relations at the strategic planning level can provide a valuable early-warning system to upper management.
VOL: How should A CEO work with their communications director, especially if the
director is a media spokesperson for the company?
Paul: A CEO should always provide as much information as possible to a corporate
spokesperson. Even though such information may be proprietary and not intended for public consumption, the spokesperson needs to have a complete picture of an issue in his/her mind to effectively communicate with the media or the public in general. Obviously, a CEO must have a spokesperson that they trust implicitly. In addition, a CEO must be accessible to any corporate spokesperson.
VOL: When there is trouble or a crisis, what tips do you have for a CEO in handling
communications?
Paul: Assuming that a crisis communication plan exists, the CEO should allow the plan to work.
The CEO should allow the plan to execute. Important parts of a plan include a centralized communication process for both internal and external audiences, designation of a spokesperson, and CEO accessibility
VOL: Some companies by design do not have their communications/PR person reporting directly to senior management. What are the downsides to that in meeting business goals?
Paul: There are risks that high-level strategic decisions will be made without all the facts. If the Communications Director doesn't directly report to the CEO, then the individual's direct report should be the information go-between. The more distance between the CEO and the individual responsible for corporate communication, the greater likelihood of missteps later on.
VOL: Any other tips?
Paul: Yes, the counsel I offer to anyone who will listen is that there is no such thing as an internal memo. With e-mail and faxing, documents can be transmitted to anyone at the touch of a button. Before sending out something intended for internal audiences, I urge people to ask themselves the question; "How does this look on the editor's desk?"
To speak with Paul:
Dean Health System
Madison, WI 53713
Phone (608) 250-1087
paul.pitas@deancare.com