You might think the last thing you want to read right now is another article about the impact of Brexit.
But please stick with it, because the one thing you can guarantee in the uncertain post referendum climate is media interest in the subject is not going to go away any time soon.
And that means whenever a company spokesperson is interviewed by a journalist they will be asked how Brexit is impacting, or going to impact, their organisation.
At the current time it is likely to be the main thrust of the media interest and interviews. As the weeks and months go by it’s more likely the EU question will be put to spokespeople at the end of interviews on different subjects as what we describe on our media training courses as a ‘while you are here’ type question.
And with so much uncertainty and speculation about the long term impact you can expect every word said to be analysed for a hint about job losses or parts of the operation threatening to leave the UK.
So what have business leaders been saying so far?
It is perhaps not surprising that Aston Martin was one of the first companies to be asked to give its views on the outcome as it had announced plans at the start of the referendum to spend £200m on a new plant in Wales. Their Chief Executive moved quickly after the referendum to insist the project will go ahead without delays or changes, ending any speculation.
Richard Branson was one of the most vocal campaigners for a Remain vote and he has continued to give strong views. He has said the Leave vote is ‘already having massive consequences’ on the UK economy and society. He claims the decision was based on ‘false promises’ and has called on Parliament to ‘seriously’ consider a petition calling for a second referendum. Mr Branson, is of course very high-profile and can arguably be more opinionated in his views. Other organisations may need to consider that the narrow Leave victory suggests they are talking to a very divided audience.
Tim Martin, founder of the Weatherspoons pub chain, was a prominent Brexit supporter. He has since said fears about leaving the European Union are ‘understandable’. He said: “Anxiety is understandable but it is a vote for democracy. Businesses never regret increased democracy because democracy and prosperity are inextricably linked’.
Other companies have taken a more direct approach to reassuring their customers. Barclays, for example, quickly produced a 'minute that matters' video on what Brexit may mean and made it available through its social media channels.
While it is mainly the bosses of multinationals and large brands who have been giving their views so far, leaders of all businesses can also be expected to be asked for their opinion. For example, Simon Topham, chief executive of Acme Whistles, which makes whistles for international football competitions, has described the decision as an ‘own goal’ in an interview with the BBC and says his costs will rise. He added it ‘would take years’ to establish new trade partnerships. This, of course, is also a great example of a company being topical or jumping off the back of one story to comment on another.
So ahead of your spokesperson’s next interview make sure:
*They are prepared to answer questions about the impact of Brexit on the organisation and the sector regardless of the main subject of the interview.
*They anticipate the EU question coming at the end of the interview.
*They know the company’s official view on Brexit.
*They don’t get drawn into speculation (such as on job losses).
*They have had recent media training to help them control an interview.
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