Really?? You can run a war in a foreign country but can’t hold your own against Rolling Stones reporter Michael Hastings? Really??! I think the story behind why General McChrystal lost his job today is not about the war, policy, Afghanistan or even about the battle between Republicans and Democrats. It’s about how an ego-driven personality decided he could play his hand in a poker game interview with a fascinated and “friendly” reporter from an edgy, hip magazine. And the usually winning General lost. He lost big.
There are some very basic media relations rules most CEO’s and many managers have learned to deal with public media interviews on far less weighty matters. Why did the General ignore them? We may never know for certain. There are personalities who have to take the risk, the bait. They believe they’ll catch themselves at the very last second, holding the high wire by a pinkie. Instead, the General fell. Here are the rules - and these are just for starters . . .
1) When you have a public job and you are interviewed in your professional capacity, you are speaking for your organization. You don’t go into personal opinion about your job - or your boss. You have a professional opinion as long as you are speaking in public.
2) You are NEVER off-the record. When you accept an interview in your professional capacity - about topics where you are the expert — you can assume your mother, your kids, your friends, your enemies - and most of all, your boss, will see and hear what you said. Never say something like this: “Well, if you ask me . . .” Because they ARE asking you, but you’re speaking for the USA and the current administration. If you must give a purely personal opinion on matters of national interest, why not give us your take on the USA’s chances to take the World Cup? But where the USA has screwed up on either President’s watch in the war against terror? Not your place to go rogue.
3) Never make jokes about a serious matter. In fact, skip humor altogether unless it’s gentle and tells a story - and is about something other than the war, foreign policy or political careers. Something funny to you in a conversation will not come out well on the printed page. Humor is very subjective. Widows of war victims, for example, won’t get the joke.
4) If you want to change the world - or at least influence international foreign policy — don’t start with Rolling Stone. I have no idea if your message is right (or left, or wrong) - but I do know it’s not the right channel. At least you didn’t take your clothes off and strut around in your underwear and dog tags. (Or is that in the next issue? )
5) Fair Warning. Give the boss a heads-up you’re planning a sit-down with a reporter to talk about how you think the war is going - and how you think the wheels are off the tank. Sure, you may get dressed down, have to cancel the gig. Seems unlikely you’ll get canned — and you won’t get the public humiliation of resigning because you got too chummy with Michael Hastings.
I don’t really know why McChrystal did the interview — or went so far. I think he got reeled in and didn’t know how to get off the hook. And speaking of hook - there’s a song that comes to mind. It was originally by Dr. Hook with the refrain ending like this: ’wanna see my smilin’ face on the cover of the Rollin’ Stone!’ — If that was indeed, your desire, then General, you did well. But if not, well then, it’s not a good trade, is it? In a very short time, you have lost a high level job and possibly your career, if not your war.