There are few things that astound me more than watching high profile people implode in the media. I’m talking about people who have spent some time in the spotlight, who are in positions where they should have people to advise them on dealing with the media. There will be times when those advisors choose to tell their principals, meaning that person in the spotlight, to say nothing. That doesn’t impress me either because I think it’s lazy and defensive. I don’t see any advantage in letting your boss seem lazy or defensive. That’s a topic for a different day.
Watching Anthony Scaramucci come apart at the seams in a phone conversation with The New Yorker’s Washington correspondent Ryan Lizza got me shaking my head again. It’s not like the man known as “Mooch” had never had a conversation with a reporter before. If you’ve managed to avoid hearing the whole ridiculous mess, let’s just say that Scaramucci said things that the newly minted Director of Communications for the President should never say, let alone say on the record to a reporter. He lost his job ten days later.
A couple years back, I was given the chance to work with a group of teenagers who were stepping into high profile leadership positions in the Episcopal Church. I was asked to share with them my advice for dealing with the media, based on my two decades of being a member of the media. I had a great time working with them and ended up with a simple document outlining some straight forward concepts. Concepts that Anthony Scaramucci apparently could have used. As a public service to anyone out there who might find themselves in the same situation, let me share the basics here.
First, assume that there is no such thing as “off the record”. Yes, if you’re working with an honorable member of the media, and you both agree explicitly, there can be “off the record” discussions. Unless you can check all those boxes, assume otherwise.
Second and third, the media is not your friend. And, the media is not your enemy. Their job is to report the story, including the parts you’d rather they ignore. That’s the deal. Treat the media with respect and civility and generally, they’ll treat you the same way. Yes, there are partisan reporters out there and ones with axes to grind. I believe they are the minority.
Last, but not least, is Pay Attention. To where you are, who is listening, and what you’re saying. Just a little bit of this rule would have saved Mooch a lot of trouble.
You can’t blame the media if they simply report the fact that you willingly made an idiot of yourself.
Give me a call if you’re looking for a media advisor.
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