Press interview or statement? 6 key questions

Whether you’re managing a corporate crisis or mitigating a branding brouhaha, your response format will depend on certain variables and intangibles. Here’s a guide to help you choose.

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I’ve talked about the media misperceptions that some people have and how to go about conducting a positive interview, free of “I was taken out of context” and other concerns.

What do you do when the media calls about a less than spectacular topic?

Perhaps your client/company has an unhappy customer and the dreaded “consumer advocate” reporter reaches out to you. Or maybe you’ve been emailed a request for an interview regarding your recent office closing in which X employees (fill in your own amount; whatever it is, it is too many) were laid off. Can I interest you in, “Nobody is using your wasteful product,” or, “We’re outside your office right now because we heard…” for your viewing pleasure?

Good times, I know.

First, the bad news. We must respond to the inquiry, and “no comment” does not count. These days “no comment” or offering no response is French for “I’m guilty,” which immediately hurts our reputation.

Now, the better news. There are ways to tell our side of the story. To get to that point, let’s take a step back.

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