GameStop’s latest CNBC appearance had viewers reaching for a reset button 🎮
In case you missed it, GameStop CEO Ryan Cohen sat down for an exclusive interview with CNBC to discuss a reported $56 billion bid for eBay. What should have been an opportunity to shape the narrative quickly became a case study in how a media moment can unravel.
Preparing a spokesperson isn’t optional — it’s the difference between reinforcing confidence and introducing doubt across key audiences, from employees to shareholders. When that preparation falls short, the impact is immediate, just look at GameStop’s stock that dropped more than 10%.
Here’s where the interview lost momentum:
• Weak body language: Confidence shows up before you even speak. Eye contact, posture, and tone can elevate — or undercut — your message. Disengagement is noticeable, and audiences pick up on it quickly.
• Lack of message discipline: Every spokesperson should have 2–3 core messages and the ability to bridge back to them. The interviewer has an agenda and you should too.
• Unprepared for the key questions: If you’re dreading it, you’re getting it. Deflecting to “it’s on our website” isn’t an answer, it’s a missed opportunity to reinforce your narrative and build confidence.
• No stakeholder lens: Interviews like this are about speaking to multiple audiences at once — investors, employees, customers — and reinforcing trust with each of them.
Every media moment shapes perception.
Preparation isn’t just a nice-to-have, it’s a non-negotiable.
Devine + Partners is a Philadelphia public relations agency. We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
