I was sitting in my office pounding away on my computer (with one of the major news networks on in the
background, CNN or MSNBC) when the media first announced that after a three day search rescuers found Michael Auberry, the 12 year old boy who was lost in the North Carolina mountains.
I had to stop what I was doing so that I could strategically situate myself in front of the TV to see who was delivering the breaking news via press conference. I was blown away by National Parks Service spokeswoman, Tina White's, professional manner and ability to articulate the message.
This is by far one of the best spokespersons that I have listened to in a long time! Why? Check it out for yourself. Click here to view video from the press conference.
The official delivered the breaking news with accurate facts, incorporated them into a time-line and delivered it with just enough emotion to get her point across - that this was a joyous occasion for many. When asked "how do you feel," she responded, "I feel great" (with a big grin on her face and then went into further explanation). Way to go Tina! Now that's a brave woman who isn't afraid to show some emotion in the public eye! I see no problem with that as long as the emotion is real (and appropriate) and does not become burdensome to the audience.
When she took questions from the media, Tina responded with confidence and was willing to answer questions. I've seen many spokespersons during Q&A sessions who appear hesitant because they either don't have all of the facts (and are afraid to admit it), or that they "can't disclose all of the facts at that time" becomes used too frequently and valuable information never gets released during the conference. Talk about a total waste of time for everyone involved! So many spokespersons are afraid to the "the story." This was not the case with Tina White. And I understand that this is partially because she had good news to report. However, if you followed this story early on in the search, she didn't have "good news" to report yet her spokesperson skills still shined.
At one point during the press conference, a journalist questioned Tina on the accuracy of her timing of when the initial report from rescuers was released. I think she may have been off by a few minutes. Although her response to this question was outstanding! She kept her cool and admittedly said that her timing could be off and explained why. She certainly regained her credibility in a matter of seconds!
The only thing that Tina could have done better would have been to restate the questions posed during Q&A before answering them. At times it was difficult to hear the media.
The media response's in this particular crisis was quite unique. It was the first day that the media was allowed to visit the site where the missing boyscout was last seen. The initial announcement that rescuers found the missing boyscout happened to come through at that time.
A happy ending to what could have been a tragic story. The type of stories us publicists just love to work on!
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