Effective PR

9. Watch Your Back

PR can backfire. Journalists will write what they think makes a good story. They will often look for controversy, and the first person they contact may be someone with the opposite view to you.

Bad press coverage tends to focus on complaints from customers or staff. Customers may claim to have been ripped off, and staff may protest about dismissals or poor working conditions.

9.1 Be careful what you say.

• Make it clear which of your employees are allowed to answer journalists' questions.
• Avoid 'off the record' comments, unless you already have a good relationship with the journalist.

9.2 Do not duck questions about controversial issues affecting your business. But do not be rushed into a spontaneous reaction.

• Check what the newspaper's deadline is, construct your statement carefully, and respond promptly, within the deadline. Do not lose the chance to tell your side of the story.