Super Bowl LVIII brought us an explosive game that went down to the wire. It also showed the world what happens when you’re caught off guard on a high-profile stage.
In post-game interviews, the San Francisco 49ers told reporters that they didn’t know the overtime rules were different in the playoffs than in the regular season. The resulting media coverage made one of the NFL’s top teams look like they didn’t know what they were doing – never mind that they took the Kansas City Chiefs to overtime. Let’s quarterback their post-game interviews to see what they could have done differently, and what financial services pros can learn along the way.
preparation is the key to success
Proper training focused on key messaging could have equipped the 49ers’ players to navigate post-game interviews more adeptly by focusing on the team’s strengths or the game’s positive aspects rather than exposing a lack of preparedness. While financial advisors may not have to talk to the press after hours of intense athleticism, they’re expected to answer to their clients about things that are not under their control: market performance, the regulatory environment, or missed business goals. Interview training ensures that all team members can communicate effectively, safeguarding the firm’s reputation and contributing to a narrative of competence and reliability.
When advisors win media opportunities, every interaction can reinforce the brand’s image. In the same way athletes’ public personas can influence a team’s reputation, executives and team members in financial firms are ambassadors of their brand. Media training allows advisors to make the most of hard-earned opportunities to strengthen their reputations.
Unified Messaging for Consistent Impact
Imagine what might have happened if the 49ers had agreed on a collective message to give to the press in the event of a loss. Presenting a unified front on their talking points may not have been as exciting to reporters. But it beats the impression that the right hand didn’t know what the left was doing. Consistency in messaging is the bedrock of trust and reliability, qualities that financial companies cannot afford to compromise. Media training equips team members with the skills to deliver consistent messages, ensuring the company speaks with one voice, even in crisis.
That consistent message has to start at the top. The leadership’s commitment to media training sets a precedent for its importance throughout their firm. Just as a team’s coach can inspire performance and unity, C-level executives who prioritize media training showcase a commitment to excellence and transparency.
For example, 49ers full back Kyle Juszczyk told reporters:
You know what? I didn’t even realize the playoff rules were different in overtime. I assume you just want the ball to score a touchdown and win. I guess that’s not the case. I don’t totally know the strategy there. We hadn’t talked about it, no.
Juszczyk was not the only player sharing this sentiment, while Coach Kyle Shanahan told reporters:
We went through all of the analytics. We wanted the ball third. If both teams matched and scored, we wanted to be the ones who had a chance to go win.
Looking at these two comments alone, it’s clear that the players and coach were misaligned in the overall strategy for OT. It’s apparent that direct and consistent communication could have shored up the approach for the game as well as align messaging on how to handle a post-game loss.
An ounce of prevention with PR specialists might have spared the 49ers the fallout in the press on top of the heartbreak of their loss to the Chiefs. For financial firms, where the stakes include investor confidence and market stability, these lessons are particularly salient. By embracing media training, financial firms can build stronger relationships with stakeholders and navigate the complexities of public communication with confidence and integrity.