Media training May 2024

Public statements affect reputation, especially in times of crisis. Oksana Yanovska, our Group Account Director, shared tips on how to act wisely and not worsen the situation with careless statements when communicating with the media.



    

  1.  Competence: Before agreeing to an interview, ensure the topic is within your area of ​​responsibility. If you are not an expert in a particular matter, it is better to consult a colleague. This will help maintain your reputation as a competent professional. It is undesirable to start commenting on unfamiliar topics because it can harm you and your company.
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  2.  Preparation: After receiving an interview request, prepare 2-3 key points you want to convey to the audience. This will help keep the conversation on topic and avoid unclear answers. Also, make sure that your words are consistent with the position of the company or organization to avoid internal conflicts.
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  3.  Context: Always consider the larger context of your interview. Evaluate how your statements can affect colleagues, partners, or even competitors. For example, you should not disclose information about projects or agreements that have not yet been approved to avoid creating risks for the company.
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  4.  Finality: Remember that what you say in an interview often cannot be changed or corrected. Journalists rarely allow interviews to be reviewed before publication. So be careful and don’t say anything you don’t want to see in the headlines. The phrase “off the record” does not guarantee that the information will not get into the media.
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  5.  Clarity: Avoid vague or ambiguous statements. Be precise and specific, like lawyers: Instead of general phrases like “I’m involved in the project,” say “I’m responsible for this project.” Also, clearly separate facts from your assumptions to avoid distortions.
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  6.  Listen carefully: If the journalist makes a mistake in his question, correct it. This will help prevent your answer from being perceived as confirming false information. Correctly responding to an incorrect question will also help support your reputation as a responsible speaker.
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Clear answers, knowledge of the context and training will help avoid reputational losses.


The full version of the article is here:


https://cases.media/en/article/yak-ne-vtrapiti-v-khalepu-pid-chas-intervyu-dlya-zmi