Why do executives need media training? Because they need to be reminded of the dangers of media interviews on a fairly regular basis. If not they can do something stupid that damages the brand and themselves as Kevin Roberts, executive chairman of Saatchi and Saatchi did last week.
I had the privilege of making a documentary on Roberts for Bloomberg television many years ago and of all the programmes I did, this was the one I enjoyed most. Roberts was an extremely interesting man and I am personally saddened to see a thoughtless interview cause him so much trouble.
Roberts decided to be outspoken and provocative in an interview with Business Insider. You can read the article here. In it, Roberts claims the issue of equality for women in the advertising industry, unlike in financial services and elsewhere, is over.
Roughly half of the people working in the industry are women. However, while they are well represented they tend not to hold the top jobs. The CEOs of all six major advertising agencies are men. Also, there have recently been allegations of sexism at the top of another agency, J Walter Thompson.
When this was put to Roberts he gave some highly quotable comments about women choosing not to go for the top jobs because they were happy where they were.
Why do executives need media training? Criticising others is bound to get you quoted
He did not stop at explaining his view that women had ‘arrived’ but were choosing not to take the top jobs. He went on to personally criticise a well-known campaigner from the industry, Cindy Gallop, saying she had ‘problems’ and was ‘making up a lot of the stuff’ thereby ensuring that Gallop and her supporters would hit back. Here is a report from The Drum about the response to the Business Insider story.
Roberts was immediately suspended from his job. He may be the executive chairman of Saatchi and Saatchi but the agency is owned by the French giant Publicis, and the board moved swiftly to distance itself from Roberts and his comments.
For the record, Saatchi and Saatchi employ 65% women and recently promoted a woman, Kate Stanners, to Global Chief Creative Officer. Stanners appeared on the Today programme on Monday, to contradict her boss and explain that women in advertising were just as ambitious as the men.
Why do executives need media training? Interviews can get hijacked
Who knows why Roberts decided to sound-off about this particularly delicate subject. From a media trainer’s point of view, reading the write up of the interview, it is clear there was little preparation on this point and no caution or careful messaging. In my experience diversity, race and gender issues, are amongst the most difficult to talk about publicly because so much can be open to misinterpretation or quoting out of context. It is not clear from the story, but I doubt this issue was the stated focus of the interview. I suspect it was a planned hijack by the journalist Lara O’Reilly. She seemed to have gone in with her facts and numbers to hand. From a journalistic point of view, she did a great job and got a real scoop, as well as a scalp. Kevin Roberts seems unlikely to keep his job. [Update: he resigned on 3rd August.]
Photo credits: Kevin Roberts from YouTube. Cindy Gallop used under Creative Comms Licence.