Jul
The softer touch
Andrew Berthoff
Males and females communicate differently (he said as a sweeping generality). For a PR professional, if can be a shade awkward explaining to someone that someone else might be a better spokesperson on an issue mainly because he or she is of a gender better suited to the interview.
I have noticed that law enforcement has realized this. Police departments are so often involved with the news, since crime comprises a large percentage of media coverage in mainstream outlets.
Only a few years ago, law enforcement organizations would trot out a male chief or officer to confront the media, all-too-often with macho bluster, bravado and a fountain of police jargon and euphemisms (“perpetrator,” “affirmative,” “apprehended,” “exited,” “aggravated” . . .). They would be looking for confrontation rather than conciliation.
Now, it seems that many crime prevention organizations (that’s a euphemism for “police”) provide a female officer as the primary spokesperson, especially for particularly nasty cases such as those involving children and domestic abuse and those involving women.
It makes sense. These are often difficult and sensitive matters to confront, and they demand a tone of compassion and understanding and empathy. In situations that warrant it, a female spokesperson immediately states, without having to say it, Yes, I, too, feel this pain.
While most PR professionals (thankfully) don’t have to deal with such grave subjects, I have always said that the most effective communication is that of common sense, empathy and honesty.
Sometimes, it takes a woman’s touch.
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