TEN DEFENSIVE DECREES

A reporter or producer is constantly measuring the value of a story during his initial phone call to your business. He might have documents to support your malfeasance, and a victim to lend credibility, but until he talks to you over the phone, for all practical purposes, this reporter has nothing more than gossip and gossip isn't worthy of a news story.

This is why you must treat that first encounter like it is a sacred act. Every reporter needs to hear your response to the allegations and depending on what you say over the phone or how you act in person, it will influence whether the story is killed or pursued. You might not immediately get the story killed using these Ten Defensive Decrees, but by violating them, you are almost ensuring the negative story will proceed.


DEFENSIVE DECREE #1 - Do unto others as you want done unto you.

DEFENSIVE DECREE #2 - Do not give the impression of trying to impede a story.

DEFENSIVE DECREE #3 - Steer the reporter to better ground.

DEFENSIVE DECREE #4 - The blasphemous question you may never ask.

DEFENSIVE DECREE #5 - Don't be afraid of not knowing.

DEFENSIVE DECREE #6 - Seek the counsel of wise men.

DEFENSIVE DECREE #7 - Accentuate the positive.

DEFENSIVE DECREE #8 - Make the story sound boring by eliminating conflict.

DEFENSIVE DECREE #9 - Seek repentance from the victim.

DEFENSIVE DECREE #10 - Thou Shall Not Bear False Witness

For more information on how to handle a crisis communications situation, go to www.BeatthePressBook.com

Crisis Communications

The challenge with any crisis situation involves reaction. Unfortunately, with most crisis situations, you rarely have time to react in an orderly or thoughtful manner. It’s like trying to put out a fire with a garden hose, being surrounded by flames. This is why you must prepare for the worst possible situation before it happens. Your mind needs clarity in these situations, and a player who practices always performs better on game day. The reality is if you respond to the reporter’s questions with precision and respect, you can walk away unscathed. If you take a proactive approach with the media, you can manipulate the message. The challenge lies in the art of execution.

How to Spin Negative News

A reputation takes years to build, but it can be lost overnight. This is why in today’s 24-hour news cycle, it is even more imperative to learn how to effectively manage a message. The media loves stories with conflict and resolution, preferably a David and Goliath tale. But don’t fret if you are an individual, small business owner or middle manager going up against a media giant. It is possible to influence the way your story is told. The challenge lies in learning how to position you, your character and your story before the media has a chance to write it.

For more tips on how to spin the news into your favor, go to www.BeatthePressBook.com