It is very easy to get yourself in hot water when speaking to the media, be it be a traditional reporter, or one of the new breed of I-Reporters I’ve discussed in previous articles.
Ross Goldberg, founder and president of Kevin/Ross Public Relations, offers “Ten Media Myths That Can Get You Into Trouble” and how to avoid them. Here are the top three:
1. The reporter is my friend. A reporter has a job to do – to report. If the reporter was favorable in the past, that doesn’t make him or her a friend or guarantee a positive story. Their jobs come first … just as yours should.
2. The media is out to get me. Occasionally yes, but usually no. What most reporters and editors want is simply a good story. If you bring a confrontational or negative attitude to the interview, it will have a harmful impact on the story. Better to be upbeat, positive and courteous.
3. We can talk off the record. “Off the record” – just like the words “no comment” – should be stricken from your vocabulary.
A great refresher for crisis management pros and a must-read for business exec’s, you can find the rest of the list here.
JB
Jonathan Bernstein
www.bernsteincrisismanagement.com