In a world where social media posts and feeds are carefully curated, we’re witnessing a shift in user preference. People are craving real, genuine content and connections with the brands and organizations they support. The best way to reach your audience? Meet them where they are with authentic messaging! But what happens when an employee or ambassador veers off script? Having a plan of action ready is key to managing any mischief-maker.

Expected the unexpected. 

When communicating with your audience, no matter the mode of delivery, it’s important to focus on your key message. What do you want readers, viewers or listeners to know? Once determined, you can start prepping your employee for anticipated questions. However, there’s always the chance a reporter asks an unexpected or relevant but unrelated question. Try to think through every scenario and determine what questions could come ahead of time so the interviewee is adequately prepared.

Worst-case scenario.

Preparation doesn’t always lead to success. Be sure to have a backup plan in case an interviewee goes off-topic in an interview or an ambassador doesn’t adhere to talking points. Determine the severity of the misstep and chart your best course of action.

“Off the record” isn’t always off.

To make discussions seem more natural, a reporter will try to build rapport with the interview subject. After camaraderie is developed, they may try to slip in an “off the record” question. These are usually loaded questions or could be used to garner a more candid response. Watch out for the pitfall! Remember, everything you say is on record and usable, regardless of whether “off the record” is included in the conversation. Even if a reporter is true to their word and does not use your language verbatim, it’s human nature to use the context in your story, which may run counter to your media relations policy. 

Unfortunately, when it comes to dealing with extenuating circumstances, we’re not given a Marauder’s Map to monitor everyone’s movements. Luckily, we are able to plan ahead and develop a guideline to follow just in case! 

Need help creating a backup plan? We’re happy to help!