Published by:
Harvard Business Publishing
Length: 7 pages
Topics:
Management communication; Public relations
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https://casecent.re/p/48484
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Abstract
Executives who wish to avoid being caught off guard when speaking to the press or to the public need a sound attitude (one that is neither arrogant nor falsely humble) and they need thorough preparation. Ten specific guidelines to remember include: talk from the viewpoint of the public''s interest, not the company''s, speak in personal terms, avoid "off- the-record" statements, state the most important fact at the beginning, avoid arguing with the reporter or losing your cool, avoid repeating or denying questions containing offensive language, provide direct answers to a reporter''s direct question, offer to find out the answer to a question if you do not know the answer, avoid "playing dumb," tell the truth, and do not exaggerate facts.
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Abstract
Executives who wish to avoid being caught off guard when speaking to the press or to the public need a sound attitude (one that is neither arrogant nor falsely humble) and they need thorough preparation. Ten specific guidelines to remember include: talk from the viewpoint of the public''s interest, not the company''s, speak in personal terms, avoid "off- the-record" statements, state the most important fact at the beginning, avoid arguing with the reporter or losing your cool, avoid repeating or denying questions containing offensive language, provide direct answers to a reporter''s direct question, offer to find out the answer to a question if you do not know the answer, avoid "playing dumb," tell the truth, and do not exaggerate facts.