Beef producers encountered a series of media reports that alleged that the beef sold in stores had a substance in it called “pink slime”. The media reports created a public outcry with grocery stores pulling beef including the mixture from their shelves while the U.S. Department of Agriculture (USDA) defended its use in school lunches. NCBA responded fast to the media reports. First, NCBA released a statement on “pink slime” which they called “lean finely textured beef”. Later, NCBA sought and received the support of state leaders in states such as Iowa and Texas where the beef industry employs many of their residents. USDA representatives including the U.S. Secretary of Agriculture Tom Vilsack also joined NCBA in affirming the safety of American beef. So far, the media reports of pink slime have led to the loss of 650 jobs in beef processing states.

The second kerfuffle came about when a cow in Central California tested positive for bovine spongiform encephalopathy (BSE) also know as mad cow disease. The NCBA had changed its feeding practices for cattle after the last break out of the disease. NCBA’s Cattle Health and Well-being Committee Chairman supported the efforts of the USDA in testing for BSE. They emphasized that the cow was not meant for human consumption. They also provided facts of what the government and NCBA are doing to make sure beef is safe from BSE.

NCBA has taken tactics to assure the public of the safety of beef through cooperation with regulators and educating the media about what beef producers are doing. The mixed reports pervading the media created misinformation that hurt NCBA’s members and the industry. A larger public information campaign may be necessary through partners such as grocery stores, farming associations, and youth programs to improve the reputation of beef and ensure consumer confidence.

This is not like News Corporation’s struggles, for instance, that ended with the closing of an iconic business division and key members of the management team being fired at the home market.

Wal-Mart will inevitably spend millions of dollars on reputational repairs and union redress or employee law suits may take advantage of this perceived weakness. The corporation must be extra sensitive to public scrutiny moving forward and make sure its operations are squeaky clean at other international locations. They would do well to report problems  (and proposed solutions to them) now before they are discovered by outside sources, like regulators or the news media.

Yes, in high-stakes media interview situations, these “off-the-cuff” situations are bound to occur. What to do when they happen? Don’t be afraid to admit your mistake and don’t try to rationalize it away – it makes matters worse.  Clarify what you meant to say and how it could have easily being taken out of the context intended. This means vetting the language with your PR team to make sure you are effectively walking the fine line of not justifying the gaffe in the first place. Next, get the information in front of the audiences that matter most as quickly as possible.

How to rein in off-the-cuff remarks in the future? Stick to the facts. And know your key messages cold. It’s better to know them so well that you have interesting, lively ways to tell them versus grasping for a humorous or witty line to drive home a point (in a high-pressure interview, for example) that may rub your audience  the wrong way. Remember to ask yourself ‘how does what I am about to say fit into my key messages?’ and in those seemingly light-hearted, pop culture-type interviews (the ones laced with hidden slippery slopes) resist the urge to reach for a zinger but rather think ‘how can my comment add to or elevate the conversation  and not simply sensationalize it?’. Keep these tips in mind and those cringe-inducing “off-the-cuff” comments will lessen significantly if not disappear completely.

In most cases, all communications have common threads of practice to follow but occasionally you may want to customize your presentations based on media, mediums, and venues. We thought our readers would benefit from a Q & A we just had with a reporter asking for our opinion about some best practices for a radio interview:

Q/What are some do’s and don’ts?

A/Have a first “headline” comment prepared. Talk to host or producer before the show so you know what to expect. Don’t “wing-it” and not keep notes in front of you, especially if you will reference statistics. Don’t go on for more than 30 seconds or so unless prompted by the host.

Q/What are some common or beginner mistakes?

A/Beginners tend to either scream or swallow their words into a mic or telephone. Speak in a slightly louder than normal voice and project a bit. Don’t do interviews on speaker phone or while walking outside.

Q/Are there any voice tricks experts can use to sound smarter/better?

A/Sit up straight, or stand and project a bit but don’t scream.

Q/What should an expert do if they forget what they’re saying or stumble over their words?

A/Say, “Let me restate that so I can be clear,” then gather thoughts and try again repeating your most important 3 or 4 message points.

Q/How can the expert prepare for the interview?

A/Write down your top three or four message points, read them aloud and correct anything that doesn’t sound to the point and conversational.

Q/What makes a guest great?

A/A great guest provides information that the listener never heard before, repeats key messages, asks the host what they think, compliments the host when there is agreement, and gently disagrees with the host by saying something like, “I can see your point but you should know…”

The ABA also had to address media reports alleging that the caramel color in sodas can be linked to cancer in rodents. ABA countered these media reports by affirming what the FDA and other regulatory bodies have said in that the media reports are exacerbating what would require a person to down over a thousand cans of soda in a day to experience similar effects.

With Twitter and Facebook setting such reports a flurry, it can challenge an association and its members to protect their product in real time. ABA provided information in statements that addressed the science in a timely manner, a tactic that can neutralize a crisis.

These studies ABA disputes are part of a long-term challenge that its soda makers have had to fight as rumors can replace facts. How can associations combat incessant scrutiny?

ABA is proactive and transparent about changes its members are making to their products. For example, Pepsi is striving to reduce the amount of sugar in their soda with Pepsi Next. They also on their website provide nutrition tools for consumers to use if they have questions about the health of soda and other beverages. This educational information aids consumers in taking control of their health and  decision-making. The information battle can protect the association’s members and their brands while also showing they are responsible and care about consumers.

Our response: Tough call, but if handled right you can leverage this for a better relationship and help the client and even the reporter.

I’ll preface my response by saying I’m a former major market police and investigative reporter, still belong to IRE, have talked the likes of 60 Minutes, Brian Ross’ group, the NY Times out of coverage sometimes through Ed Boards but usually without going over anyone’s head and even hurting the reporter relationship … Law firms or corporate clients want us to be aggressive but prudent with the purpose of continuing good relations with the reporter. There is never any reason to take a scorched earth position.

I would ask to personally meet the reporter explaining the client is really happy with his fair coverage. When you see him relate that the client is happy to work with him, his coverage of the topic is important and the client wants to take even more time to give the reporter context when he is not on deadline. The discussion would be on background.

You want to get the relationship into an empathetic and collegial place. All that said, if it goes well, then the client can gently express some, some of his concerns, emphasizing he wants what the reporter wants … to work more in a collegial fashion for a great and balanced story.

Of course, you will have to media train the client with some role playing. You may want to go along on the meeting, maybe not. You want to set up the meeting with a “gift” meaning some kind of story hook or info the reporter will appreciate.

If that doesn’t work, then you either ignore the situation and pray or go to a more complex plan B that will involve an editor and the reporter but still will not be accusatory. A little media knowledge and media psychology goes a long way here.

The immediate strategy is in message control and getting notable and believable testimony to the public through the media, and through individual outreach to tourist agents among others. CLIA needed to reassure the public in interviews with major media markets directly affected by the crises such as the Costa Concordia. CLIA expressed concern for the customers affected and presented their action plan to prevent such a tragedy from occurring again. CLIA posted an open letter from its CEO about what steps are being taken to gain back the public’s trust, such as an overhaul of safety regulations. CLIA also appeared on C-SPAN to answer questions. CLIA, additionally,explained to Congress what the industry is doing to improve safety on cruise ships. The repetition of the messaging helps CLIA influence public perceptions of the cruise ship industry as caring and responsible for passengers.

Companies involved in the cruise ship crises and the employees directly responsible could face legal action in lawsuits. Messaging will need tailoring for addressing the grieving parties. CLIA shrewdly addressed this audience in their initial messaging. The impact of a settlement with the grieving parties should not shift the tone of the messaging strategy in a negative direction.

It may take a period of time for the passengers to return to travel the seas on cruise ships. The mass media has primed audiences for expecting negative messages when cruise ships are mentioned. An advertising campaign in tandem with a public relations campaign in markets where the cruise ship industry provides jobs and services would be a great place to start changing that perception. The cruise ship industry’s employees are the best ambassadors besides using celebrities and other public figures. Of course there are discounts, marketing strategies and ads along with PR. The cruise line association and related organizations have to provide a ready-to-use tool kits for all of its advocates who are in touch with stakeholders and the public.

Beth Huffman, director of media relations at Dechert law firm, praised Scott’s presentation:

“Thanks to Scott Sobel who put on a FABULOUS meeting in January on media training… for those who would like to get a private screening of the training tape, or learn more, he is available at sobel@macstrategies.com.”