When Press Conferences Go Bad
There’s trouble. A company product is in the news and tomorrow’s headlines could be telling readers of potential liability. There’s blood in the water and press is circling like a bunch of sharks…hungry sharks. You are in the middle, facing a bevy of microphones, all wearing the flags of TV and radio stations. The cameras are on and the light’s in your eyes. You alone will speak for the company; now and in the days ahead. It’s the press conference from hell. Are you ready?
I won’t pretend that a few paragraphs now is all you’ll need to handle yourself calmly, professionally, and successfully. But, I can give you a few tips to get you started. I used to be a shark myself.
The single most important thing to bear in mind when facing the news media is that YOU ARE IN CHARGE. Reporters will leave that press conference with only the new information that you provide. A good investigator will try to make it seem like they’ve got the advantage. They’ll frame questions in a way that implies they’ve already got the answer and are just looking to you for confirmation; or that your failure to give them what they want will result in devastatingly bad press. While there is usually some truth to these scenarios and, occasionally, a lot of truth, you can’t let that dictate how you respond.
Do not comment on topics for which you are unprepared; or when a reporter takes you by surprise. Take time to think, a pause is never out of place while you consider your answer. Never make things up. Never. If you haven’t prepared for an issue or the latest rumors, do not try to finesse an answer. If you’re not certain you can speak for senior management and legal, tell the reporter you need time to familiarize yourself with new developments and that you’ll get back to them. Don’t speak in anger, but, on rare occasion, there is a time for outrage. Some of the most persuasive moments can come when you know, KNOW, a charge is patently false and foolish. Then you can effectively exhibit justifiable outrage.
Keep your answers short and succinct. Stay calm. Watch your pitch, rate and volume. It is important you are reassuring and confident. Those qualities are not projected with loud, staccato delivery. Don’t allow reporters to cut your answer short, but remember only a line or two in the press, or 6 to 20 seconds in broadcast, will be quoted.
Do not say “no comment.” It just sounds guilty. There are a number of alternative approaches depending on the situation. One alternative in a liability matter might be, “there are sensitive issues here and we want to make sure we’ve covered this from every angle. We’re working hard to produce the best outcome for all concerned.”
Don’t answer a question you haven’t been asked. And, when you do answer, put the important stuff first. Reporters tend to lead their stories with the most critical information. So should you.
As the company spokesman, you need to get things right when things go wrong. It isn’t easy and it isn’t simple. That’s why many business leaders hire professionals to do the job.
photo credit: Goddard Photo and Video Blog
