Responding to media inquiries is a delicate process, and without preparation and practice it can be a game of life and death. Okay that may be a little dramatic, but rather than make mistakes, let’s take a lesson from some recent highly publicized PR disasters and save ourselves the crisis.
1. Always Think Before You Speak
In a media interview, no matter the format, expect to get a question from left field. Remember, if you don’t know how to respond, stick to your key messages. (Don’t call women fat!)
2013 Fail/Example: Lululemon founder Chip Wilson and co-founder Shannon Wilson go on Bloomberg Television’s “Street Smart” with Trish Regan. During the interview Regan raises the question, “what’s up with the pants,” as some customers had recently been complaining of sheer pants and peeling logos. After rambling through a lengthy answer, Wilson lands with “some women’s bodies don’t work for [the pants].” To which Regan was quick to follow up with, “so not every woman can wear a Lululemon pant.” (view interview)
The Cost: Sales drop, Wilson makes a public apology before surrendering chairmanship.
2. Your Tweet Can and Will Be Held Against You
Even when you aren’t in a formal interview setting, things you say in public (such as social media outlets) can and are used by the media.
2013 Fail/Example: Before Justine Sacco, director of corporate communications for InterActive Corp (IAC), boarded her flight to Africa she tweeted: “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!”
The Cost: Huge controversy erupted while Sacco was mid-flight with no internet access. The hashtag #HasJustineLandedYet quickly began trending and a parody account @LOLJustineSacco appeared. IAC quickly made a statement distancing themselves from Sacco’s tweet. Sacco made a public apology. Sacco was fired.
3. Always Check and Double Check Your Sources
If you are providing a source to the media, make sure the individual/company is exactly what you expect them to be.
2012 Fail/Example: 60 Minutes aired an interview with Dylan Davies who vividly recounted being at the U.S. consulate during the fatal attack in Benghazi, Libya in September 2012. However, after the story aired, Davies’ tale was put to question. CBS Correspondent Lara Logan initially defends Davies and then blamed him when the story was found to be false.
The Cost: CBS publicly apologizes, goes into damage control and answers MANY follow up questions from the public and other media outlets. Logan and her producer were asked to take a leave of absence.
4. Never Pass Blame
When you are in the wrong, and the public knows you are in the wrong, you better own up to it with honest confidence. If you make a mistake, you can recover. Sometimes mistakes are opportunities to shine. However, sometimes it’s the last hole in a sinking ship. Be very careful in how you respond, ALWAYS.
2010 Fail/Example: We all remember the BP oil spill of April 2010. Eleven people were killed and oil leaked from the ocean floor. Initially the company downplayed the spill only to later call it an “environmental catastrophe.” In the difficult process, CEO Tony Hayward told a reporter “we’re sorry for the massive disruption it’s caused to their lives. There’s no one who wants this thing over more than I do, I’d like my life back.”
The Cost: BP and its CEO were criticized left and right. Even President Obama, in an NBC interview, said Hayward “wouldn’t be working for me after any of those statements.” Six months after the explosion, Hayward “got his life back” when he stepped down as CEO.
5. Limit Off-the-Cuff Jokes
Remember, a joke can be interpreted a million different ways. Be VERY cautious when using humor on record.
2009 Fail/Example: In November 2009 our nation was in the greatest financial crisis since the Great Depression. During an interview with the London Times, CEO of Goldman Sachs Lloyd Blankfein answered questions concerning employee compensation. He defended their company’s large staff bonuses, despite the national economic struggle, saying banks serve a social purpose and bankers were just doing “God’s work.” Days later Blankfein clarified that his comment was intended as a joke.
The Cost: The media and public had a heyday–article after blog, after report after skit–people definitely laughed. Blankfein publicly apologized on behalf of Goldman Sachs, while the company worked to dig out of this self-made hole. (read the WSJ blog or Colbert Report)
So let this be a warning and reminder: Always be ready when media come calling. Have key message documents, media prep sessions and a great deal of common sense.
For media advice or strategic planning, give us a call. OR for another informative read: “The worst advice we’ve ever heard for handling a media interview.”
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