“No comment.”
Wait. WHAT?!?
Are you telling the public, who thrive on scandals and gossip, that you have time to say “no comment” but not time to protect your reputation? Doesn’t matter whether it’s amidst an ongoing conflict or a full-blown business crisis. Uttering those words just proves to everyone that they’ve got you and that there’s no way out.
Are you caught up in a difficult situation? Is your business in danger? Do you feel like you’re being pushed against a wall with no escape? Please save yourself the heartburn and resist the urge to be stubborn. Don’t be an emotional ticking bomb waiting to explode. And, definitely, don’t turn into a drama llama.
We know how it goes.
Us: We need to address this issue now. If we don’t, people will speculate.
Client: Let them speculate all they want. I don’t care.
Us: Trust me. You will care. If you stay silent, it’ll only cause more questions. By reporters, investors, the public, your family, and opposing counsel. They want to know.
Client: But it’s none of their [insert your favorite expletive] business!
Us: That may be true. And I understand how painful this is. But if you don’t bite the bullet now, the pain will only get worse.
If you’re looking for someone to guide you on how to answer the tough questions or craft messaging for you, click here for a free 15-minute consultation or call us at (310) 396-8696.
Do you still believe that staying silent is the best option you have? You need to do the exact opposite! I’m not talking about running out there and telling them everything that’s on your mind. I’m talking about: Being confident, breaking the silence, and setting the record straight.
It’s best to rip off the Band-Aid.
Easier said than done? We feel you. We’ve been there. There have definitely been situations that we didn’t want to deal with in our personal lives. But when your business is being threatened, there’s no time for being overwhelmed with feelings. And as much as we wish we could turn back time, we can’t.
If you want to be a powerhouse, you better sound like one. Captivate your audience using your most potent weapon, your voice. By not letting others control that conversation, you’ll set the rules of the game.
There’s a time-honored rule in our business that we remind clients of regularly: You don’t have to answer the question you’re asked. Instead, answer the one you want. (The reason it’s time-honored is that it works so well…as long as it’s done correctly.)
Here are two things you can play with this trick:
First, ask yourself, How can I maneuver around this smartly?
You don’t want to flatly look like you’re avoiding the question. Keep in mind that different audiences have different needs. Be sharp & quotable for the reporters, talk money to the investors, comfort those who feel unsafe or threatened, and for the opposing counsel or those who just want to disagree and argue with you—, they’ll never be satisfied.
Second, shift the focus of the conversation to the direction that best serves you.
You know how shiny objects tend to distract anyone? Segue into a meaningful project that you’re working on, a favorable outcome you’ve had thus far, or circle back to the real issue at hand.
For more tips and tricks on how to deal with the media and the public so you can protect and save your reputation, check out our Crisis PR Guides.
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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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