The Case of Scaramucci

Professional communicators walk a fine line; particularly those who are visible to the public. Carrying out the wishes of their client, their job is to interact with the public, specifically the media, and pass along those messages the client wishes shared with others. The challenge these communicators face is that while standing in front of an array of cameras and reporters who are writing down most everything they say, they should not get in-front of or ahead of the message. In other words, it is the message rather than the messenger that is most important. Should that be switched - for whatever reason - then the communicator's effectiveness is compromised and the impact of the message itself is diminished. 

This leads me to the recent and very spectacular case of Anthony Scaramucci, who served as President Trump's director of communication for ten days. From the very first time he stepped in front of the press in his new role, Scaramucci presented himself as being bigger than whatever he was trying to convey on behalf of his client. Why? Perhaps it was his ego, colorful personality or rush of suddenly being in a very powerful and nationally prominent position. I will leave it to others to dissect what motivated his public behavior. Whatever the reason or reasons, as a media spokesperson, Scaramucci was a liability right from the get-go.

The decision to remove him from his position was a good one simply because the more he spoke the more harm he did his client - The President. I recognize that Scaramucci and his defenders might argue that he was treated unfairly or not given enough time to settle into his new role. While this may be true, it does not change the reality that his ability to be effective - his credibility - was gone. When that happens, rarely is there ever a turn-around. Scaramucci had become the story rather than his messages. I predict and hope his case will be examined in public relations classes everywhere. It is a very good case study.