In 30 years, I’ve trained hundreds of people to talk to the press. These are some of the most basic lessons every media spokesperson has to learn. But they’re equally useful in any communication. Behold the simple truths:
Credibility is hard won – and virtually impossible to gain once lost. In other words, don’t make crazy stuff up. Making stuff up in a media interview is dangerous, because when the Internet finds you out and broadcasts your falsehood (which they will), you will have created a PR crisis. But lose credibility among your customers and your employees and you destroy your business.
Your audiences don’t find your company anywhere near as fascinating as you do. There is a big world out there – you’re not the center of it. An ambitious spokesperson intoxicated by media attention can easily forget that they are not the center of the universe. When you’re with your customers, it’s vital they feel that you think they are the most important people in the world.
Repetition is the only defense against cultural ADD. In our massively over-saturated, over-stimulated culture expect to repeat yourself constantly. To any and every audience you reach. Do so graciously and patiently. When you’re talking to employees it’s OK to say things like “As I always say” or “To repeat my favorite point.” With customers, not so much – it seems condescending.
Expect no institutional memory, expect no context. Never assume that a reporter has done any homework, or remembers what you talked about last time. Start wherever they need you to start. Not assuming shared context is the most fundamental communications discipline. Level set before you dive in – with every audience.
Everyone remembers graciousness. Be nice. For real. Is there any setting in which this is bad communication advice?
Finally, soundbites are Pez! And you are a human Pez dispenser! Not just with the press. Everywhere. All the time.
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