Take control with wordplay
Whether you’re a Fortune 500 company or a garage startup, at some point your business is likely to come under fire, whether it be from opponents or the media. These attacks often focus on one particular word or phrase which is damaging to your reputation, and can be very hard to respond to without enforcing the negative definition that’s been created.
The good news is that it’s possible to flip the situation on its head. It’s not all that easy though – redefining your opponent’s primary attack point takes careful planning and even more careful wording.
Brad Phillips, Mr. Media Training, provided a great example in a PRDaily article, along with some helpful insight:
One of the best examples of this type of media jujutsu came last year, when Mississippi Gov. Haley Barbour briefly flirted with a presidential bid. He knew his past as a tobacco lobbyist would come back to haunt him, so he was prepared when a reporter asked him about his former profession:
“I will tell you this: The next president of the United States on January 21, 2013, is going to start lobbying. He’s going to be lobbying Congress; he’s going to be lobbying other countries. He’s going to be lobbying the business community. He’s going to be lobbying the labor unions, and the governors, because that’s what presidents do, and I feel like it’s an advantage for me to have the chance to do that.”
By redefining negative words as positive ones, you’re able to argue your case from an assertive position—not a defensive one. When executed properly, adopting the language of your opponents’ most loaded charge can neutralize their strongest argument.
Crisis Management 101 teaches us to never use negative words in reference to ourselves. If it’s a word you’re stuck with, then stop, think, and change definitions.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/