by Dan Ward
In our Message Matrix® training sessions, we tell spokespersons they should always describe what they sell, by using every question as an opportunity to respond with a key message about their company.
After watching the CNN interview with a jewelry store manager following the Maryland mall shooting, however, I think we’ll change our recommendation to “almost always.” Most interviews offer an opportunity to say something positive about your company or product. An interview about a deadly shooting is not such an opportunity.
Here’s a simple rule for that store manager to follow in the future:
When being interviewed about your latest line of jewelry or about the fashion industry in general, by all means – SELL.
When being interviewed about people dying in a hail of gunfire near your store – DON’T SELL.