Many organisations automatically use their CEO as their spokesperson when the worst happens.

It is almost the default option to get them into the media and to show the world how contrite they are.

And there are many benefits to this approach. It shows the organisation is taking the incident seriously and displays visible leadership and accountability. It can also mean that they can get ahead of the story and control the narrative.

In many cases there is the added benefit of the CEO being an experienced and articulate media spokesperson.

But does that mean it is always the right approach?

One of the biggest problems I have with this strategy is that if the CEO is wheeled out at the start, it can create an expectancy that they are going to front every media interview.

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