Not too long ago, the worst national spotlight for a CEO to be put under would have been a grilling by Mike Wallace on “60 Minutes.” That would have been followed closely by some sort of ambush TV encounter in a parking lot. But now, those experiences are about as easy as infomercials compared to what we’ve seen on Capitol Hill.
Now, a CEO and company’s biggest nightmare is played out in front of Congress. In December 2008, the CEOs of US-based automakers appeared in front of the Senate and many PR experts, including us at Tanner Friedman, criticized their performance (for good reason). But, now, after watching Toyota’s CEO, Akido Toyoda, in front of a House Committee this week, it’s clear that appearing on that hot seat constitutes a no win situation.
It doesn’t matter how clearly a company’s message is delivered because it will be drowned out by grandstanding politicians seizing a campaign opportunity. Case in point – this quote from Rep. Marcy Kaptur to Toyoda, “I am not satisfied with your testimony.” How could she be with her desire to seize attention in an election year? How could Toyoda’s messages possibly resonate with Representatives holding up gas pedals as props, trying to outdo each other in a race for airtime?
Of course, Congressional hearings as media spectacles date back to the McCarthy era. But, now, they hold more power than ever with live cable channels, Webcasts and journalist tweets giving unprecedented access and opportunity for political showboating.
Unlike the news media, Congress has subpoena power – you can’t say “no.” So, expect to see more hearing with more CEOs being picked apart, without ever standing a chance. You may critique Toyoda’s performance as you did those of Wagoner, Nardelli and Mulally in 2008. But think about this – what type of preparation could possibly help an executive exit a committee room unscathed?herbal viagra forums Viagra Purchase snorting viagra health
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