(The Rules - Continued)
7. Speak like Don Cherry --
tell it like it is.
Always tell the truth. If you need
to stay clear of a dangerous
question, learn how to
diplomatically get the puck out of
your own zone. If you can't give
an answer, explain why.
8. Will you dump the puck in
or carry it over the blue line?
What's your strategy? Figure out
in advance what your public
relations goals are and then use
the media to reach those goals.
Uncertainty or confusion at the
opposing team's blue line usually
leads to an offside call.
9. An elbow to the ribs
might hurt but it won't kill you.
Stanley Cup champions put up with
the cheap shots because they have
their eyes on the big prize. So
don't whine when media coverage
doesn't live up to your
expectations. Seek fair and
balanced coverage over the long
10. You don't need a
slapshot every time.
Make a big media splash only when
it's justified. Too many
organizations stage lavish media
conferences or tours when more
subtle tools would be just as
11. Don't be a puck hog!
Handling a media crisis is a team
effort. Trying to go it alone will
only tire you out and make it
easier for the opposing team to
score. Use your public relations,
marketing and legal people to map
out a crisis management plan. But
be careful you don't have too many
players on the ice at one time!
12. Remember why you have a
Hockey teams don't hire baseball
people to coach or manage. So make
sure you hire a news media veteran
to coach your spokespersons.
Demand that your trainer put your
people through mock interviews
that cover the range of easy
questions to in-your-face
First page > Skate
where the puck is! > Page 1,
Richard Perry is a Canadian media
serving government and private clients.
He can be reached at firstname.lastname@example.org
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