3.7.08

Small talk

Small talk is part of every business conversation. When giving press interviews, small talk usually takes place before and after the formal interview with a journalist. Which is fine and absolutely normal obviously. Most professional conversations just don't take off immediately. Whether you are inquiring how someones holiday was, or just asking if the person that is coming to visit your offices had a hard time finding your place. Showing a genuine interest in the person behind the professional is not something to be ashamed of, and often helps to build a relationship.

In PR however, and especially if you are a spokesman for your organisation, small talk is always something to be careful with. On several occasions throughout my career, I have heard a spokesperson giving an excellent press interview, only to be ruined again after a slip of the tongue afterwards during small talk.

Media are now covering the case of the spokeswoman for the Belgian federal police. According to this article, Els Cleemput, the 12 year veteran spokeswoman for the police, has been taken out of her role. In the aftermath of a press conference, she confirmed the identity of the former secretary of her boss to a journalist. Sylvie Ricour, the former secretary, was granted a spectacular promotion end of 2007. Supposedly she did not match the requirements and did not have to take any exams for the new job. On 12 November 2007 the commisioner-general who granted the promotion already put out a statement saying that the procedure fully went by the rules.

Is this a case of small talk that turned out wrong? I doubt so actually. The case of the promotion already was out in the open in November 2007, and had then been covered extensively by the media. At the recent press conference, a curious journalist just asked Mrs Cleemput which of the persons present was Sylvie Ricourt. Mrs Cleemput just nodded her head, confirming the identity of Mrs Ricourt to the journalist. Internally, the case was already called the Belgian Wolfowitz affaire, which indicated the buzz had been going on for a long time already. Has Mrs Cleemput become the victim of internal police politics?

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