One loose phrase in an interview can now be clipped, reposted and sent around the world before the spokesperson has even left the room. At best, you look a bit silly. At worst, you can trigger a reputational crisis or send a share price south.

I’ve spent more than 20 years in PR, much of it in crisis and issues management, and there are situations where I’d choose a written response. But the instinct to minimise risk can strip out the very things communication sometimes needs most: trust, nuance, humanity and the chance to build rapport with the journalist.

A written answer can protect the wording whereas an interview can protect the relationship.

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We saw that choice close to home in July, when Telstra CEO Vicki Brady cut short an overseas holiday after a national outage affecting Triple Zero calls, trains and payments. She returned to Australia, fronted the media, apologised and answered questions. She could have stayed behind written statements. Instead, she made herself visible and answerable when customers wanted accountability.

At Cornell University, a related example is playing out now. Earlier this month, president Michael Kotlikoff released an eight-minute video statement amid intense scrutiny over the university’s handling of horrific sexual assault allegations involving a student and a fraternity. I’m not judging the substance of Cornell’s response or suggesting that appearing on video means the broader situation is being handled well. While this wasn’t an interview per se, the narrower point is that he put his face to the response rather than relying solely on written words.

That choice comes with permanence. His face and words will remain part of the public record. For many executives, that’s precisely what makes a written statement feel safer. But there can be real strength in putting your face to a crisis response. People are judging more than the words; they’re also judging whether the person in charge is willing to stand behind them. Handled well, visibility can........

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