Posted by Brad Back, SVP, Group Management Director, 361 Experiential
I was fortunate to attend IMG's Intercollegiate Athletics Forum this week in New York. While the topics covered were relevant and varied to both client, property, university and agency attendees...one general session speaker was particularly relevant--Ari Fleischer, former press secretary to President George Bush and now head of Ari Fleischer Sports Communication.
Being the spokesperson for the President on and during September 11th, 3 wars, the Enron scandle and economic upset...Ari offered his perspective on how best to deal with the press--principles based on what he calls"THRDD"...I believe these principles are valid in day-to-day dealings with co-workers and clients as well...
1. T-Tell the Truth. First and foremost. Better to withhold knowledge, ie., "We're not prepared to discuss at this point." than to state something that you know is not true.
2. H-Do your Homework. Study. Understand all sides of the issue or problem.
3. R-Think like a Reporter. Anticipate the questions that will be asked. Ari Fleischer had his best days when he was able to surprise the President with unexpected questions the press would likely ask prior to the press conferences.
4. D-Define your messaging you are intending. "Write the headline you want to see," and then craft your story around that.
5. D-Discipline. Mental discipline is key. Focus and not veering--or being allowed to veer-from your basic message and subject.
So...with "THRDD" in mind--how would Ari Fleischer deal with the biggest sports/celebrity athlete crisis management story of today--Tiger Woods?
When asked the question, he reiterated the above...but added two seemingly wise insights:
First...lay low and avoid the press and public until you are prepared and ready to present the truth. Second, this country is very forgiving. With truth, consistency in addressing the problems he faces...this country also thrives on comeback stories.