What Could Possibly Go Wrong? Tips For Speaking With Reporters

Here's the hard truth: in the realm of journalism, there's no such thing as an “off-the-record" discussion. It doesn't matter if you've known the reporter for two decades or if you've been invited to share a drink at their favorite watering hole. If you don't want something important to you or your company to be published for everyone to see, don’t even mention it to the media.

Executives and thought leaders often find themselves walking a tightrope when interacting with writers, publishers and analysts. It's easy to get comfortable with people and let your guard down, especially if you’ve developed trust and have a positive relationship. However, a casual conversation can quickly turn into a headline-grabbing controversy if you aren’t careful.

This isn't to say that you should be paranoid or standoffish when engaging with reporters. Building rapport and establishing a level of trust is crucial for those in the close-knit technology industry and helps foster more productive two-way communications.

Editors and writers are valuable resources and “connectors,” opening doors to other thought leaders and influencers in the community, and those services tend to go both ways. IT executives frequently engage with the media seeking insight into specific technology or business topics and feedback on events and other experiences. People like to share ideas, stories and, yes, even a laugh or two. Those interactions should never be discouraged.

However, it's equally important to set clear boundaries in these relationships and understand the potential consequences of saying the wrong things or divulging news far too early (without an NDA in place).

Many feel it’s okay to divulge personal or sensitive information by stating "this is off the record." Never assume ANYONE, let alone someone you may not know will keep your secret or respect timelines for disclosing those details.

What could possibly go wrong?

Even the best writers and editors make mistakes. Unfortunately—even with the best intentions—misunderstandings still occur. Journalists, bound by their duty to inform the public, may interpret your words differently or inadvertently include off-the-record information in their reporting. Did you provide a clear “hold until” date and time for publishing the news?

Executives must always remember that media interactions come with an inherent risk. For those who lead or work for publicly traded companies, those concerns rise significantly since unsubstantiated news and rumors (good and bad) can majorly influence stock prices and affect investors and other key stakeholders. Exercising caution in all outside communications should be a best practice for executives of any business (public or private).

Let common sense prevail. First, if there's even a shred of doubt about whether something should be kept off the record, keep it to yourself. It's better to hold back information that is “not ready for prime time” than to deal with the fallout from oversharing or miscommunication. Unveiling all the cool new products, services and features too early takes away the excitement (and newsworthiness) of the future disclosure and once that genie is out of the bottle, there’s no going back.? Never expect the media to retract a story or update. Own your mistake and learn from that experience.

Secondly, every organization needs to develop a sense of media literacy. Train executives and spokespeople on the dos and don'ts of interacting with journalists, emphasizing the importance of clear communication and respecting boundaries. Make sure everyone knows what information is safe to share and when, and, even more importantly, the things never to discuss outside the organization — things like employee separation, compensation and other details that could negatively affect the organization.

If there’s a particular development or piece of news that is not ready to be made public, never assume everyone understands the need to keep that information private or when it’s okay to share with the media. Send an internal email or inform everyone in the know during a meeting to ensure they are all on the same page. It’s better to be safe than sorry.

Rely on Media Experts

If you’re still in doubt or have little or no experience dealing with the press, consult with those who do it every day. Whether your company has an internal PR team or works with specialized media relations experts (like CommCentric), get effective guidance to ensure your interactions are more productive and less risky.

With cameras and audio recording apps virtually everywhere today, you must tread very carefully when dealing with anyone today. Discussions on business strategies, roadmaps, personnel, and other sensitive topics must be closely protected until the management and PR teams give the green light to share the specific details (and what should and should not be communicated).

Always strive to balance transparency with discretion. Stay vigilant and set clear boundaries ahead of any conversation, regardless of how long you’ve known the person. Assuming others will know what information can and cannot be shared is a recipe for disaster.

Remember: if you don't want everyone to know something crucial about you or your business, keep it to yourself. No matter who you’re talking with, including your favorite blogger, podcaster or reporter, assume every piece of information you share could appear in print (or on the web or social media) whether you like it or not. Restraint is your best defense.