5 critical mistakes that could blow your big media moment

  • Have no more than two, preferably one, primary contact at a company for relaying news to the media. The second should serve only as a back-up.
  • Reporters are reasonable people until they're given a reason not to be.
  • Careful wording is good, as long as the words mean something.

I recently received an email announcing the launch of a new product with an invitation to review an attached 3-minute YouTube overview. Subsequent emails about the logistics of a demo showed growing hesitancy on the part of the sender. The conversation then culminated with a comment about wanting to hold off writing anything until the app was “polished.” This brings us to mistake No. 1 — not being ready. In addition, corporate speak and “off-the-record” comments aren’t winning you any favors with the press.