An engaging character

Few subjects divide opinion more than the actions of Wikileaks and its publication of ‘confidential’ material. But its founder knows that if he’s to have a chance to win hearts and minds to his cause, the media is the battleground. So, within minutes of being released from prison on bail, Julian Assange was talking to reporters.

In any successful communication activity, media engagement needs to be placed high up the agenda, and not left as an afterthought. This is something Mr Assange understands instinctively. But it’s also clear to us that many do not take it so seriously. Either they fail to understand the pressures of opinion and the importance of the first impression, or they think it will drain their energy and thought at a time when they’re in the middle of a crisis being pulled in many directions.

We witnessed Mr Assange’s impromptu press conference on the streets of London. It took place just ten minutes after his arrival from the court. It took four minutes. He clearly had thought of messages he wished to use the media to deliver – grateful to his supporters, confident justice would ultimately prevail (over allegations he faces in Sweden), fearful of extradition to the USA. And he didn’t duck awkward questions – such as ‘Is there anything you wouldn’t publish?’.

And after four minutes, he said he’d answered all he could, the camera packed up, he was taken away – having ‘fed the beast’ now to concentrate on his own Christmas feasting and festivities! There was no media barracking, no pressure for more – both sides were satisfied. A masterclass for those who ever doubt the correct approach on media engagement, whatever your views on Mr Assange and his websites.