One day, a journalist called an executive about a profile they were doing on a colleague. The executive assumed the reporter was actually calling about the all-hands-on-deck meeting they were just in, where the subject of an investigation was being discussed.
Instead of sticking to the questions being asked, the executive started to spill the tea and offered up too much information, which took the reporter down a totally different line of questioning. Within a matter of minutes, the executive inadvertently created a crisis for the company.
Whoa! That’s not what we mean by being transparent. If you fall into the same trap, you’ll be stirring up trouble that could’ve easily been avoided.
So, what should you do if the media contacts you or your company?
Follow these 5 (seemingly) simple steps:
1: Stick to the script
The media may play “bad cop” with you, so it is important not to give them additional reasons to do so. Get comfortable with bridging questions that are asked back to the point you want to make, and don’t disclose more information than is required.
2: Double check your facts
You may be so preoccupied with what questions you’ll be asked that you may forget or jumble your facts and figures. Recheck them before you speak to ensure there is no mistake.
3: Stay calm
Although you may be nervous, don’t let it trip you up. Don’t allow yourself to get flustered because this may give the reporter the impression you’re hiding something and give them more ammo to use against you.
4: Never lie
Lying will only send your company into a deeper crisis. Being dishonest with the people or media will never work. You may think you are covering up for an indiscretion, but the truth always comes out eventually.
5: Don’t discuss anything off-limits
You should never discuss it with a reporter if it’s confidential or classified. Divulging secrets to try and buy goodwill with a reporter is a dance you don’t want to do. That’s a common mistake a lot of organizations make.
Not sure what to say (and, more importantly, not say) when talking to a reporter? It can be a delicate balance, which is why companies and executives turn to Strategic & Crisis PR firms like Gillott Communications to take care of matters that are threatening to damage a company’s reputation.
With so much at stake, why risk it? Being transparent is good, but only up to a point.
If you’re looking to manage the message and protect your reputation, call us at (310) 396-8696 to find out how we partner with companies like yours.
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.
Follow us on Instagram and LinkedIn where we share amazing tips & best practices on how to prepare for crises, craft your message, and protect your hard-built reputation.