Dear PR Colleagues–
It is best when public relations professionals blend into the background (which is different than hiding in the bushes). We lose our ability to do our jobs when we become part of the story and it is impossible to be seen as a credible source of information if, instead, you are a distraction.
If you find yourself in this situation:
- Extract yourself until you are no longer of interest.
- Take an active role in crafting the message rather than drafting it.
- Find a way to serve as counsel rather than as a communicator.
- Most importantly, step away from the podium.
Successfully sharing information, facts or next steps depends on your ability to be seen as a truth-teller and not the punchline of a joke.