Outlined below are the various media relations tools to consider. Depending on the situation, you’ll use one or more of the following.
Never Say Anything Negative
If you don’t say it, they can’t use it. For example, if asked:
“Why are you are taking away the free samples you offer?”
You could say:
“This is an opportunity for us to shape a new relationship with our customer, by offering a fun and fresh experience.”
Don’t Speculate
If you don’t know the answer, don’t guess. Instead, go back to your key messages with this type of bridge:
“What I can tell you is...”
“I look forward to sharing more specifics with you as soon as we know them, but today...”
“We’ll be looking at all options.”
Don’t Discuss the Price of the Deal or Project
For example, if asked about the loss of a neighboring retail outlet or an amenity the shopping center offers:
Try not to use:
“We are disappointed” or “It is too bad.”
You could say:
“We’re very excited about a merchant that will bring a new attraction to this market.”
Don’t Spill the Beans
Be certain that the news you’re sharing is on strategy and aligned with what the shopping center has announced.
