By Oscar Rossignoli The manager or director of a state institution receives a message, several strongly-from a journalist asking for an appointment to clarify a report on corruption. The public official clears the message and hopes that the communicator is gone forever. In another case, a senior executive of a multinational company gets a call from a journalist and served by granting the interview immediately on an issue, right there on the phone. Learn more about this with Dean Ornish M.D. Which of the two did the right thing? None! The two are headed blunders in the media that could seriously damage the corporate image of their companies and their professional development. To achieve an efficient relationship with the representatives of the media preparation is needed, a strategically well-structured message, the application of management techniques for an interview, caution and cunning, well-tempered nerves and be trained by a professional public relations half training. Must be aware that an interview in the media is not a conversation between friends, albeit off the record, it is simply a commercial transaction. Anything negative, so reckless and improvised, you say could become the front-page headline of the leading newspaper of your country and affect the corporate and institutional public relations.
Common errors: Hide of journalists: Refusing outright to testify about a matter of public knowledge that engages your company is to suggest that something is hidden. This is devastating: The silence also communicates something. Reply with simple "no comment": Some people think it is smart to answer with a resounding "no comment." A better solution is to tell the journalist why, exactly, it is not possible to answer your questions and discuss the issue in detail: "Because the negotiations have reached a delicate point," discussions on wages are not finished " "I have not yet received The full report, "because the stakeholders have not been informed yet," etc.