Sometimes yes. Sometimes no. The best advice is: Don’t count on it.
If a story never sees the light of day, you can breathe easily.
Even if it is published, you have options.
The outcome depends on a host of factors. Let’s examine a few.
Is it sexy? Is it timely? These are the most basic. The journalistic one-liner for this is, “If it bleeds, it leads.”
Is it major breaking news that will give the reporter a prominent byline and elevate his career? If so, that train’s probably already left the station.
Are the players prominent? If you’re a celebrity, industry leader, or locally famous, that’s icing on the cake.
What’s at stake? Is there a compelling human-interest element? Did your company short-change employees or gouge customers? Did food you grew, manufactured, or served cause people to become sick or, even worse, to die?
Have you been in trouble in the past? If so, the reporter will dredge up the old allegations, regardless of whether they’re related. Why? From the reporter’s perspective, it makes him look like he did his homework. Plus, it gives him more to write about. From your perspective, it further shreds your credibility.
So, what can you do?
Don’t wait until a reporter shoves a microphone in your face before you start thinking about alternatives. The earlier you begin, the more options you have. If you identify a problem early and correct it internally, it may never become public — and if it does, you’ll be praised for fixing it, not condemned for letting it fester.
Anticipate what the reporter may know. This is carefully choreographed. Always be transparent and helpful, but you don’t want to show your entire hand. A caveat: never lie because you’ll destroy your credibility.
Anticipate questions the media will ask — and know the answers in advance. You’ll have little time. If you’re unprepared and hesitate, they’ll run a story saying, “So-and-so refused to comment.” This makes you look guilty.
What if a reporter offers to provide a list of questions before an interview? Most likely, the list will have only the softballs. They will save the toughest and juiciest questions for you when you’re on the phone or in front of a camera.
You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Check out A Board Member’s Guide to Crisis PR and A Lawyer’s Guide to Crisis PR (Second Edition) on Amazon.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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