If you’ve been reading this blog for a while, you’ve seen my regular advice to do almost every media interview you’re offered. But there are times when turning down an interview makes the most sense, and this article will discuss the times when saying “no” is your best move.
Below, you’ll find a list of seven times to turn down an interview.
The original list comes from the IABC (The International Association of Business Communicators). Although it’s a solid list, the tips are overly-generalized, so I’ve added my own commentary to each of the seven suggestions to help make them more complete.
As a general piece of advice, this is fine. But if a reporter is about to run a story with or without your input – and if you lack the logistical ability to inform your employees directly before it runs – it might make sense to participate in the story to ensure you provide the necessary context. Plus, what is the “specific issue” at play here? Announcing a new product before all employees have been notified (e.g. the iPad) might be strategically sound, while announcing employee layoffs through the press would not be.
2. Employee, Client or Patient Privacy Is Never Breached For Any Reason
Client confidentiality might be waived, for example, if you’re subpoenaed to testify in a lawsuit or before Congress, especially if no confidentiality agreement was signed between the parties.
3. A Disaster or Emergency Has Occurred and Next-of-Kin Have Not Been Notified
I agree you should not be the first party to announce any deaths before next-of-kin has been notified, but what happens if the media has already announced the names? Do you confirm them then, or continue to wait hours – or days – before next-of-kin has been notified? These cases aren’t always cut and dried, and sometimes confirming the names is the more humane choice.
4. Sensitive Competitive Information Would Be Divulged
In a reputational crisis, there are times you might lose more by NOT divulging a proprietary piece of information. As with any crisis, you have to analyze all possibilities, including divulging competitive information.
5. Security Legislation Would Be Breached
Whistleblowers aside, this is probably good advice. I assume this refers to laws already passed, not pending legislation.
6. Union Negotiations are Underway and an Information Blackout is in Effect
If both sides are honoring the agreement, this is good advice. But what about when one party breaks the agreement and is killing you in the press? You should talk to the media – if not to offer specifics, at least to remind the public that you’ve agreed to an information blackout, that you’re not going to talk for that reason, but that there’s more to the story than they’re hearing from the other side.
7. Legal Counsel Has Advised Against Communications
If there’s one thing on this list that makes me bristle, it’s this one. First, even if counsel has advised against “communications,” you can still communicate. You can almost always offer a generic statement such as, “We can’t offer specifics in this case since it’s in litigation, but I would like to remind everyone that there are two sides to this story, and we’re confident that our side will come out in court.”
Second, legal counsel often advises against communications as a kneejerk reaction, even when communicating makes the most sense. Executives would be wise to consult their attorneys and their communications professionals prior to making such decisions. Sometimes the reputational damage caused by your silence is greater than the financial damage of future lawsuits.
Editor’s Note: A grateful hat tip to a good marketing blog called IMC Intuition by Beth Ryan, on which I originally saw this list.