The Holmes family, most certainly at the advice of their attorney, may not be talking to the public as they are trying to disconnect themselves from the just a few short weeks ago.
Why? Likely, the family cannot comment on the case against their son.
What does this mean? From a perception standpoint, it’s highly probable that they are also trying to distance themselves, as they deal emotionally with the idea that their son could have (allegedly) executed such a devastating act.
From a public relations standpoint, it all makes sense.
If it was just about any other situation—a company disaster or product malfunction—most people would think that they had something to hide, by using the attorney as a spokesperson. No offense to any lawyers, but oftentimes, the responses can come across a little cold.
Selecting the perfect company or product spokesperson takes careful consideration. Be sure to define your goals and objectives, consider your target audience and whether your potential spokesperson has a connection to your cause/product/company in some way or another, thus making sure the person is an overall fit with your brand. You don’t want the message to appear unnatural.
More often than not, perception is reality. So, choose carefully and consider the most desired outcome and work backwards.
Sara Wacker, APR is an accredited public relations professional in San Diego, Calif. She is the vice president at c3 Communications, Inc. and serves as an Assembly Delegate and past president of the Public Relations Society of America, San Diego/Imperial Counties Chapter.