- No detail is too insignificant to report on a huge story- especially when it is rumor, innuendo or comes from an unnamed source. The best defense to the media smearing the client with unsubstantiated fake news? An umbrella statement like the one we wrote on this case: "Based on our agreement with Los Angeles investigators, we are waiting on real information to come from viable sources like the Los Angeles medical examiners office about the death of Michael Jackson. We will not be responding to rumors, unnamed sources or innuendo."
- When a salacious media outlet burns your client by spreading false information and doesn't retract the erroneous statement after you bring it to their attention, never call them back again. This is about the only time "no comment" can be used properly. Burn me once shame on you, burn me twice, shame on me, you get the idea.
- When there is something new to report- something that can be shared, make sure all the media get the information equally- either through a press release, press conference, or an RSS- enabled pressroom. There is no quicker way to get a news outlet to hate you than to allow them to be scooped by their competitors.
Thursday, July 9, 2009
Breaking News: Michael Jackson is Still Dead
Some more things learned in our continued efforts on behalf of Michael Jackson's physician, Dr. Conrad Murray.
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