LIKE JAZZ, SOMETIMES IT’S THE NOTES YOU DON’T PLAY

The above is a quote by the great Miles Davis. To interpret it succinctly: what isn't included is just as important as what is.

How does this relate to Public Relations? Specific, concise messaging and a measured approach is critical in general, and even more so when addressing an issue or crisis.

“Let’s light a fire and split up.” Would this be your immediate response to realizing you and your friends are lost at an abandoned theme park as night falls? At the risk of dating myself, this was a funny scene from the TV series Malcolm in the Middle. Reese, who let’s say, is not the brightest, uttered that sage advice.

“Putting out fires” is a frequently used (and perfect) metaphor for Crisis Communications – DO NOT pour gasoline on a spark and make matters worse. Instead, assess the situation before acting.

·???????? What is the scale and nature of the problem?

·???????? Does it have potential to spread fast?

·???????? Will it go away on its own (because the average attention span these days is a bit shy of a gnat)?

I’m not suggesting the strategy should be to ignore the issue and hope it goes away. However, I firmly believe in “measure twice, cut once,” as anybody that’s worked with me for more than 5 minutes has heard me say.

You may find that by leaving out superfluous explanation and unnecessary detail, you will be much more effective.

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