Bernese chatterbox
Noted: When it comes to gaining media exposure, our public servants sometimes seem willing to resort to any means necessary. In Dosé’s case, this even includes the use of pre-information—or rather, misinformation. A look back.
Column To achieve mass media presence, our servants of the people sometimes seem to use any means at their disposal. In the case of Dosé, even that of pre-information or misinformation. On March 7, 2004, almost to the day, it was the second time that a leading Swiss personality had stumbled across an article in SonntagsBlick. In spring 2001, the then Swiss ambassador in Berlin, Thomas Borer, was recalled by his superior, Federal Councillor Josef Deiss, head of the FDFA, following a SoBli report on an alleged affair. This time it was the CEO of Swiss, André Dosé, whose confidence was withdrawn by his Board of Directors. The day before, the paper had reported that an investigation was being launched against Dosé over the crash of a Crossair plane in November 2001, and this time, too, the headlines fell on fertile ground, particularly in Berne: According to newspaper reports, it was Peter Siegenthaler, head of the Federal Finance Administration, who took the initiative on the Swiss Board of Directors that ultimately led to Dosé's departure.
It is well known that authorities and politicians are compliant tools of the media. The Dosé case also showed in an alarming way how uncontrolled chatter comes out of the mouths of federal and national councillors as soon as a microphone or camera is within reach.
For example, CVP President Doris Leuthard told the "10vor10" reporter that Dosé's departure was connected "with the accident in Überlingen". (Two planes collided there in 2003, which had nothing whatsoever to do with either Crossair or Swiss). Meanwhile, her SVP council colleague Hans Kaufmann spoke of the fact that "criminal charges have been brought against Mr. Dosé ad personam", although at the time of his statement it was not even certain whether an investigation would take place. (Incidentally, no criminal charges have been filed to date.) And FDP Federal Councillor Hans-Rudolf Merz even dared to make the bold claim that the departure of the Swiss CEO - in the midst of his company's fight for survival - was "a good step".
So instead of moaning about the evil tabloids that have claimed another innocent victim, as is usual in such cases, it is better to ask who the perpetrators are here. Is it the media, which brings an issue to the fore and may lack professional competence and distance? Or the politicians, who are on the spot with (pre-)quick statements without any precise expertise, just to catch a few headlines or moments in front of the camera? In this case, it seems clear that the politicians have caused by far the greater damage because they have once again undermined their credibility.
The Swiss Board of Directors has now also learned that being compliant with the media does not pay off. What was meant to be a liberating move turned into a boomerang: the supervisory body was scourged up and down the country for hastily triggering the departure of its own CEO without a credible replacement. The Neue Zürcher Zeitung put it in a nutshell with the statement: "Short circuit".
However, it would also be short-sighted to take the Dosé case as proof that the media's influence on politics and business must always be negative. The current discussion about exorbitant management salaries shows that the opposite is also possible. When Credit Suisse Group, for example, announces that it will no longer be offering salary incentives in the form of options in future, it shows that it sees the media as a sensor.
takes the public's feelings and displeasure seriously.
Conclusion: Dealing with the media correctly is a balancing act. It requires judgment and backbone. Board members and politicians who lack this quickly turn from perpetrators into victims of the media. Through their own fault.
Sacha Wigdorovits is head of the Zurich-based communications agency Contract Media. He provided André Dosé with communications support during the start-up phase of Swiss and when he announced his resignation.
It is well known that authorities and politicians are compliant tools of the media. The Dosé case also showed in an alarming way how uncontrolled chatter comes out of the mouths of federal and national councillors as soon as a microphone or camera is within reach.
For example, CVP President Doris Leuthard told the "10vor10" reporter that Dosé's departure was connected "with the accident in Überlingen". (Two planes collided there in 2003, which had nothing whatsoever to do with either Crossair or Swiss). Meanwhile, her SVP council colleague Hans Kaufmann spoke of the fact that "criminal charges have been brought against Mr. Dosé ad personam", although at the time of his statement it was not even certain whether an investigation would take place. (Incidentally, no criminal charges have been filed to date.) And FDP Federal Councillor Hans-Rudolf Merz even dared to make the bold claim that the departure of the Swiss CEO - in the midst of his company's fight for survival - was "a good step".
So instead of moaning about the evil tabloids that have claimed another innocent victim, as is usual in such cases, it is better to ask who the perpetrators are here. Is it the media, which brings an issue to the fore and may lack professional competence and distance? Or the politicians, who are on the spot with (pre-)quick statements without any precise expertise, just to catch a few headlines or moments in front of the camera? In this case, it seems clear that the politicians have caused by far the greater damage because they have once again undermined their credibility.
The Swiss Board of Directors has now also learned that being compliant with the media does not pay off. What was meant to be a liberating move turned into a boomerang: the supervisory body was scourged up and down the country for hastily triggering the departure of its own CEO without a credible replacement. The Neue Zürcher Zeitung put it in a nutshell with the statement: "Short circuit".
However, it would also be short-sighted to take the Dosé case as proof that the media's influence on politics and business must always be negative. The current discussion about exorbitant management salaries shows that the opposite is also possible. When Credit Suisse Group, for example, announces that it will no longer be offering salary incentives in the form of options in future, it shows that it sees the media as a sensor.
takes the public's feelings and displeasure seriously.
Conclusion: Dealing with the media correctly is a balancing act. It requires judgment and backbone. Board members and politicians who lack this quickly turn from perpetrators into victims of the media. Through their own fault.
Sacha Wigdorovits is head of the Zurich-based communications agency Contract Media. He provided André Dosé with communications support during the start-up phase of Swiss and when he announced his resignation.
