Media tip: managing the message.

Author:Tanner, Don
Position:Marketing - Brief Article

No one likes or wants negative publicity for their business, and no wonder. Unfavorable news coverage can severely impact your reputation and credibility, sometimes irreversibly.

Yet, more often than not, when faced with the possibility that the media is pursuing a potentially damaging story, the inclination by many is to attempt to avoid the problem, perhaps uttering a terse, "no comment" or, making themselves "unavailable for comment" altogether.

Unfortunately, in today's society where the media holds so much influence over public opinion, such a modus operandi typically does more harm than good. After all, what do you think when you read that someone "could not be reached for comment?" The very phrase, for most, implies avoidance and guilt.

In fact, a recent nationwide opinion study found that 62 percent of those surveyed believe a company is covering up transgressions if its spokesperson replies "no comment" to related inquires.

Rather than hiding and or forced to be reactive, it is much more desirable to be prepared, proactive and seek to "manage the messages" of a particular story that is being prepared.

This can often be accomplished by...

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