New Post (190): What every spokesperson ought to know.
The Guerilla journalist’s agenda is to catch a spokesperson off guard and derail his agenda.
It’s a “game” of “agenda versus agenda”.
So - Here’s what every spokesperson ought to know.
I quote: (from an astute observer of this “game”)
Research reporters before agreeing to an interview – Take a look at some of the reporter’s past work. Does he (or she) have a history of entrapping interviewees with harsh questions? Does he have a track record of breaking controversial stories? Is he what you would call a guerilla journalist? You need to pick your battles wisely, and be willing to turn down an interviewer if you suspect things could go south.
Try to avoid on-the-fly interviews – As spokesperson for your company, it’s your job to eliminate as many PR variables and keep things as controlled as possible. The lower the risk, the better the chance is of having a successful interview. When you take an on-the-fly interview, anything can happen because you haven’t done your homework. You’re in an uncontrolled environment asking for trouble.
Be proactive rather than reactive – You have to be looking forward, trying to anticipate issues before they occur. Don’t wait for reporters to dig up negative information. It can be better to release it yourself first if it’s going to get uncovered at some point. This allows you to control the message.
Think before opening your mouth – Whenever you blurt out something without thinking, more times than not, it’s going to end badly. When getting interviewed, take a moment after each question to collect your thoughts and give the best possible answer. Go easy on being eager to impress or desperate to please.
You’re always on the record – [It’s like the Miranda warning] “Anything you say can and will be used against you.” There isn’t really such a thing as “off the record.” If you say something juicy off the record, a reporter will find a way to confirm it and put it on the record. Remember, “You have the right to remain silent.”
Stay on message – Try to steer the conversation as much as possible back to your main message and key bullet points. Use transitional phrases to guide answers back to these messages, and emphasize the positive while avoiding saying anything negative.
Practice makes perfect – The better prepared you are for an interview, the less likely it is that you’ll slip up and say something damaging. Practice the interview in your head, and focus on being able to deliver your key points clearly and confidently.
I hope this wisdom put in practice will help many a career spokesperson and prevent his/her being led on and spiked by any - guerilla journo!
Charlie Brown
