Cup champions have to bump and
bash their way through plenty of
obstacles before they drink from
the cup of hockey supremacy. Don't
expect to get through a media
crisis without some rough stuff in
the corners either. Here are a
dozen tips to keep you out of the
PR penalty box.
1. Have your best player on
Select the right spokesperson - a
leader who has a strong grasp of
the issues and can communicate
effectively with reporters. A CEO
who lacks media skills should be
trained properly or kept out of
high-profile media encounters.
2. Analyze video from
Every organization has blind spots
that can lead to embarrassing
media gaffes. Study previous media
clips. Read what the press are
saying about you. Develop a media
relations strategy to mend fences
or create new opportunities.
3. Defensemen: clear that
Your goaltender is most vulnerable
to shots from close in. Make sure
your own employees and clients are
never surprised by information
going out to the public. Leaks to
the media from your own staff or
important stakeholders make great
fodder for negative media stories.
4. Don't take dumb penalties
in their end of the rink.
It drives coaches bananas. Avoid
making outrageous, inflammatory
statements that can prolong a
media crisis. We are living in
politically correct times. You can
be frank and honest without making
5. Take Wayne Gretzky's
advice: Skate to where the puck
anticipation - the cardinal rules
of media relations. The interview
itself should never be the first
time you hear the tough questions.
Role play before every media
6. Watch your tongue around
The captain might get away with
occasional salty language, but
players must stay away from
religious, cultural or sexist
statements that can offend the
fans and come back to haunt you.
Next page > Don't
be a puck hog! > Page 1, 2
Perry is a Canadian media training specialist
serving government and private clients.
He can be reached at firstname.lastname@example.org
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