Tomasz Kammel, dziennikarz, trener wizerunku, właściciel firmy Personal Reactor [secret] => scrtk8eca369cdac3f82cf1d8d56a0d5392ae [fb_savedforms_id] => 0 [slug] => [learn_about] => [conclusions] => [figures_text] => [figures_number] => [active] => 1 [sector_name] => usługi dla konsumentów [book_id] => [book_type] => [article_title_url] => tomasz-kammel-zycie-aferze-wizerunkowej [article_title_striped] => Tomasz Kammel: Życie po aferze wizerunkowej [dir] => my-company [article_text_photo] =>
Ma pan firmę szkoleniową. Kogo Tomasz Kammel uczy zachowania przed kamerą i wystąpień publicznych?
W moich szkoleniach uczestniczą przeróżni ludzie, począwszy od zarządów firm, poprzez menedżerów, na przedstawicielach handlowych skończywszy. Zdarza mi się też szkolić uczestników imprez firmowych.
W pana karierze zdarzył się poważny kryzys wizerunkowy. Przez media przetoczyła się tzw. Kammelgate. Jaki jest pana sposób na to, żeby takim kryzysom zaradzić?
Ludzie, którzy przechodzą kryzys wizerunkowy, bardzo często odczuwają olbrzymi żal i mają poczucie krzywdy. W takich sytuacjach bardzo potrzebny jest ktoś, kto spojrzy na sprawę obiektywnie, bez otoczki żalu i poczucia niesprawiedliwości; ktoś, kto jest w stanie na trzeźwo ocenić sytuację i czasem przemówić do rozsądku. Bardzo łatwo popełnić błąd, który zaważy np. na dalszej karierze. Dlatego w podobnych sytuacjach doradzam ludziom milczenie. Zwłaszcza gdy za sprawą nic się nie kryje, a tak było w moim przypadku. Nigdy nie szkoliłem dla żadnego z banków, o których mowa była w tej aferze, nie miałem z nimi żadnych związków. Nie pozostało mi więc nic innego, jak raz powiedzieć, że takie zdarzenia nie miały miejsca, i nie wchodzić w żadne dywagacje.
Podobnie trzeba zachowywać się, jeśli mamy kryzys wizerunkowy w firmie?
Wszystko zależy od sytuacji. Kiedy Boeing miał gigantyczne problemy wizerunkowe po katastrofie jednego z samolotów, agentka PR zainkasowała 700 tys. dolarów za radę: nie komentować. Oczywiście, to są zawsze bardzo delikatne sprawy i każdy przypadek jest inny. Cała struktura działań, kiedy firma ma kryzys wizerunkowy, czy też związany z jej działalnością, musi być odpowiednio zaplanowana. Jedna z podstawowych zasad postępowania w takich przypadkach mówi, że szef nigdy nie wypowiada się jako pierwszy, bo zdanie szefa nie może być zmienione. Na pierwszy ogień wystawia się ludzi, których wypowiedzi mogą być odwołane: rzecznika, kierownika danego działu czy filii, a prezes wypowiada się na końcu, żeby mógł przedstawić tę ostateczną i najbardziej wiarygodną wersję.
Fragment wywiadu opublikowanego w miesięczniku "Własny Biznes Franchising" nr 11/2013.
Anna Smolińska jest dyrektorem działu mediów o franczyzie i członkiem zarządu PROFIT system. Zarządza pracą redakcji magazynu "Własny Biznes Franchising" oraz portali Franchising.pl i Franchising.eu. Pisze oraz redaguje artykuły przygotowane przez dziennikarzy, a także prowadzi wywiady z ekspertami i przedsiębiorcami na kanale YouTube Franchising-PL.
Ukończyła Wydział Polonistyki Uniwersytetu Warszawskiego na kierunku filologia polska ze specjalizacją redaktorską oraz Zarządzanie Franczyzą w Szkole Głównej Handlowej. Zanim podjęła pracę w PROFIT system, współpracowała z Gazetą Wyborczą, Życiem Warszawy oraz tygodnikami regionalnymi.
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Tomasz Kammel: Życie po aferze wizerunkowej
1/1
13.01.2014
- Gdy osoba lub firma przeżywa kryzys wizerunkowy, to radzę im zachować milczenie. Każda wypowiedź powoduje, że dostarcza się paliwo do nakręcania afery - mówi Tomasz Kammel, dziennikarz, właściciel firmy Personal Reactor.
Young Engineers fit for a Prince
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03:42
Ma pan firmę szkoleniową. Kogo Tomasz Kammel uczy zachowania przed kamerą i wystąpień publicznych?
W moich szkoleniach uczestniczą przeróżni ludzie, począwszy od zarządów firm, poprzez menedżerów, na przedstawicielach handlowych skończywszy. Zdarza mi się też szkolić uczestników imprez firmowych.
W pana karierze zdarzył się poważny kryzys wizerunkowy. Przez media przetoczyła się tzw. Kammelgate. Jaki jest pana sposób na to, żeby takim kryzysom zaradzić?
Ludzie, którzy przechodzą kryzys wizerunkowy, bardzo często odczuwają olbrzymi żal i mają poczucie krzywdy. W takich sytuacjach bardzo potrzebny jest ktoś, kto spojrzy na sprawę obiektywnie, bez otoczki żalu i poczucia niesprawiedliwości; ktoś, kto jest w stanie na trzeźwo ocenić sytuację i czasem przemówić do rozsądku. Bardzo łatwo popełnić błąd, który zaważy np. na dalszej karierze. Dlatego w podobnych sytuacjach doradzam ludziom milczenie. Zwłaszcza gdy za sprawą nic się nie kryje, a tak było w moim przypadku. Nigdy nie szkoliłem dla żadnego z banków, o których mowa była w tej aferze, nie miałem z nimi żadnych związków. Nie pozostało mi więc nic innego, jak raz powiedzieć, że takie zdarzenia nie miały miejsca, i nie wchodzić w żadne dywagacje.
Podobnie trzeba zachowywać się, jeśli mamy kryzys wizerunkowy w firmie?
Wszystko zależy od sytuacji. Kiedy Boeing miał gigantyczne problemy wizerunkowe po katastrofie jednego z samolotów, agentka PR zainkasowała 700 tys. dolarów za radę: nie komentować. Oczywiście, to są zawsze bardzo delikatne sprawy i każdy przypadek jest inny. Cała struktura działań, kiedy firma ma kryzys wizerunkowy, czy też związany z jej działalnością, musi być odpowiednio zaplanowana. Jedna z podstawowych zasad postępowania w takich przypadkach mówi, że szef nigdy nie wypowiada się jako pierwszy, bo zdanie szefa nie może być zmienione. Na pierwszy ogień wystawia się ludzi, których wypowiedzi mogą być odwołane: rzecznika, kierownika danego działu czy filii, a prezes wypowiada się na końcu, żeby mógł przedstawić tę ostateczną i najbardziej wiarygodną wersję.
Fragment wywiadu opublikowanego w miesięczniku "Własny Biznes Franchising" nr 11/2013.
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