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
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