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The Colab Brief - 141: Poor Intuit-ion: When Media Relations Go South 😬

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Ash + Lizzy
October 26, 2024

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Have you ever had that moment after an interview where you thought, "Oof, I wish I'd handled that differently?"

Most spokespeople have. After all, it’s a live interview. Unexpected questions are bound to pop up, and answering them on the fly is difficult, even for the most experienced interviewee. It’s rare that an answer comes out exactly as you planned. 

Flubs are almost inevitable if you do enough media, but what you do after the misstep can have a big impact.

This week, we're diving into a perfect case study of how NOT to act when an interview doesn't go exactly as planned, courtesy of a fascinating situation that just unfolded between Intuit and The Verge.

Read Time: 3 minutes

The Situation 🎭

Picture this: A major tech CEO sits down for an interview with one of tech journalism's most respected outlets. The conversation turns to a controversial topic (in this case, tax filing and lobbying), and things get... a bit spicy.

Normal enough, right?

But then something wild happens: The company's chief communications officer sends a note demanding that entire portions of the interview be deleted, calling the line of questioning "inappropriate," "egregious," and "disappointing."

Cue the collective PR gasp 😱

Why This is a Big Yikes 🚩

Let's break down exactly why this approach is problematic:

  1. It Shows a Lack of Media Understanding -  Asking to delete portions of an interview after the fact? That's like trying to put toothpaste back in the tube. Most reputable outlets have strict policies against this kind of editorial intervention – and for good reason.

  2. It Creates a Bigger Story -  What could have been a somewhat tense exchange in a longer interview is now its own headline. The attempted intervention became the story, drawing even more attention to the very topic they wanted to avoid.

  3. It Damages Media Relationships - Nothing burns bridges faster than trying to strong-arm a journalist or publication. These relationships are built on trust and professional respect – and they can take years to rebuild once broken.

  4. It Raises Red Flags - When you push back this hard against including certain content, it naturally makes people wonder: What are you trying to hide?

The Better Way Forward 🌟

So, what SHOULD you do when an interview goes sideways? Here are our tried-and-true tips:

  1. Prep, Prep, Prep - The best defense is a good offense. Make sure your spokesperson is thoroughly prepared for tough questions. Role-play the worst-case scenarios. Have your messaging tight and ready.

  2. Stay Cool Under Pressure - If challenging questions come up, keep your cool. It's okay to disagree with a premise or provide a different perspective – but do it professionally and with facts to back you up.

  3. Follow Up Thoughtfully-  If you feel something was misunderstood or needs clarification, send a brief, professional follow-up email with additional context or data. But remember: This is for clarification, not control.

  4. Learn and Adapt - Use challenging interviews as learning opportunities. What questions caught you off guard? How could your messaging be stronger? What additional prep could have helped?

The Power of Professionalism 💪

Here's the thing - journalists aren't out to get you. They're doing their jobs – asking tough questions, seeking clarity, and, yes, sometimes pushing back on corporate narratives. That's not just okay; it's necessary.

When you respond to challenging situations with professionalism and grace, you're not just protecting your current media relationships – you're investing in your long-term reputation.

Remember: The story isn't always about what was said in the interview. Sometimes, it's about how you handle yourself after the mic drops.

Until next week - 

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