Sex, scandals, and controversy…or maybe it’s sexy controversial scandals? Either way, most journalists and the public will choose sexy over fair every time.
Regrettably, some reporters (and members of the public) don’t care about your version of the facts. The reporters want eye-catching headlines and pithy quotes, and the public wants the chisme (gossip). But even if what you’re saying is the true version?!?! Sadly, even if a client sincerely believes it’s true, some reporters and people don’t give a hoot.
Do you want to be heard above the noise and have your version of the story told? We’ll let you in on the do’s and don’ts.
Be honest about the truth — NOT what you wish it were.
When working with the media, they don’t need every detail. Unless they’re an investigative reporter, they’re looking for answers to specific questions in pithy quote form. Often, clients fall short on this either because they give too much detail or speculate on issues that aren’t there.
DO: Distill the truth into straightforward language that’s easy to understand.
DON’T: Confuse selective truth-telling with telling a half-truth.
Avoid making a fool out of yourself with a fairy-tale explanation.
Back up your story so it’ll withstand the sniff test. Sounds easier than it actually is because some clients are so thoroughly steeped in the company’s culture that they’ll try anything.
While the best rumors are rooted in nuggets of the truth, once someone starts pulling on a loose thread, your entire story can unravel quickly. Someone who specializes in Crisis PR has been around the block and knows in their gut when a story rings true and when it doesn’t. How? Because they were either journalists and therefore share the media’s healthy skepticism or have worked with enough that they are fluent in reporter-speak.
DO: Get outside perspective. It happens to all of us – if you’re too involved, too familiar, or too tired, your judgment may be impaired.
DON’T: Lie to the professionals you’ve hired to protect you.
Present it to the media with sincerity and credibility.
Choosing the right spokesperson doesn’t have to be complicated. Your crisis team will help you select and train your spokesperson. In addition to selecting someone who has the authority to speak to the matter, here are a few other things we look for.
DO: Select someone who’s self-disciplined to stay on message, is well trusted, and manages stress well. Your spokesperson needs to be knowledgeable about the situation, which means keeping them up-to-date with relevant information in real-time.
DON’T: Send someone out in front of reporters without proper media training or messaging. While it’s essential to be trained, you definitely want to avoid being overly coached and robotic because you risk looking fake.
Now, you’ve got the mindset and team by your side; you’ll have the upper hand.
If you’re looking for fixers who will make sure your story passes the Sniff Test and protect your reputation, click here for a free 15-minute consultation or call us at (310) 396-8696.
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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