Your Title Gets You the Microphone. Your Credibility Determines Whether People Trust You.

Credibility can take years to build—and one public moment to damage.

Every leader who steps in front of a camera, picks up a microphone, or publishes a message needs to understand that.

On October 13, new White House press secretary Katie Zacharia stepped behind the briefing-room podium for her first briefing. Her appearance lasted approximately 14 minutes, with questions taken from three outlets.

From my perspective as a professional broadcaster and leadership communication coach, the performance did not project the command, confidence, and readiness that a responsibility of that magnitude demands.

I cannot know how much preparation happened behind the scenes. I can tell you this: preparation has to show up in the performance.

That podium carries enormous responsibility. The person standing there speaks on behalf of the president and an administration whose words reach audiences around the world.

When your public voice appears uncertain or unprepared, the audience’s questions can quickly move beyond the speaker:

Does the organization know what it is doing? Can I trust what I am hearing?

Leaders, take note.

When you hand someone the microphone, you hand them a piece of your reputation.

That applies to your spokesperson, sales team, managers, and you. Every interview, customer conversation, company announcement, and social post can strengthen trust—or put it at risk.

And I know this personally.

Over the years, I have written and shared messages that did not accurately represent me, my brand, or what I intended to say. Sometimes, family, friends, and colleagues privately told me, “Trigger, you need to take that down.”

Those conversations were uncomfortable. They also protected me.

Thank God for people who cared enough to speak up before a poor message did more damage.

With more than 35 years of broadcasting experience, I communicate with the greatest confidence through the camera and microphone. Writing requires extra discipline from me: rewriting, proofreading, and asking someone I trust to check my work before I publish.

Experience in one communication setting does not make you equally ready for every setting.

Here are three actions leaders need to take to protect their credibility as communicators.

1. Require proof of readiness before handing over the microphone.

Rehearse the actual situation. Put your spokesperson on camera. Ask difficult questions. Check the facts. Make sure they can explain the message clearly, handle pressure, and acknowledge what they do not know.

Confidence without accuracy can damage trust just as quickly as visible uncertainty.

A title is an assignment. Readiness must be demonstrated.

2. Build a review process around your communication blind spots.

Know where you need support—and use it.

For me, that includes written communication. For another leader, it may be interviews, sensitive announcements, or speaking without a script.

Before an important message goes public, have a trusted reviewer check its accuracy, clarity, tone, and fit with your brand. Give that person permission to say, “This needs more work.”

Someone willing to challenge your message is helping protect your name.

3. Own mistakes quickly and correct them clearly.

When a message misses the mark, address it. Correct inaccurate information. Clarify confusing language. Apologize when the situation calls for it, and fix the process that allowed the mistake through.

Deleting a post may remove the words. It does not automatically repair the trust.

Your response becomes the next demonstration of your credibility.

Leaders, your communication deserves the same care you give to your finances, operations, and people.

Guard your credibility before you need to repair it.

Before you hit publish, step to the podium, or send someone out to represent your company, ask:

Have we done the work to deserve the trust we are asking for?

---

Rich “Trigger” Bontrager, America’s Leadership Broadcaster™ Leadership Communication Strategist | Executive Producer