Media 101 for the New Guy at 1600 Pennsylvania Ave.
Hey Anthony. Mooche. Mr. Scaramucci.
I've been in the public relations business for nearly 35 years. I have provided media training to scores of CEOs, academics, entertainers, authors and other spokespeople. If you don't mind, here's a few tips that will help you be more successful in dealing with the media, since the first week didn't go so well.
- Off the record. Generally, nothing is off the record. Unless you say beforehand that you are speaking on background, not for attribution, or off the record. A credible journalist will comply with you request.
2. Divulging Sources. Forget it. Even in a faux national emergency, reporters don't give up their sources. Period. Reporters have gone to jail to protect their sources and most pubications will sue and stand by their reporters.
3. Watch your mouth. You will never live down your punditry about calling Trump a hack, nor will Steve Bannon or Reince Preibus ever trust you again for the vulgarities and disparagement. Think twice, take a pregnant pause and be sure you're ok reading what you said the next day.
4. Get your facts straight. If you are going to accuse someone of something, make sure you have the facts to back them up. In general, everything you say can and will be fact checked.
5. Tell the truth. You are not a PR professional. You won't move onto another job. So, it is concerning that professionally, there's no ethical beacon for you to follow. Remember, you are allegedly in this position as a conduit for accurate information. Spin can still be based in truthiness.
The whole word is watching. Represent us accordingly and try not to wind up as another skit on Saturday Night Live.
Bravo.