Clip Critique: ‘You Can’t Use That’ Oh, Yes, He Can


Jerry Doyle, principal of CommCore Consulting, deconstructs the PR elements of a video interview with the CEO. It's not pretty.

 

In our second edition of Clip Critique, we see the CEO of RIM Inc., Mike Lazaridis, telling a BBC reporter what he can and cannot ask. He goes on to explain that the issue the reporter raised is not an issue at all, but then explains that he will not answer because it involves a national security issue. So, which is it? There are actually some seemingly valid and reasonable messages spoken during the course of this short interview, but they will surely be lost under the presumption that RIM is not managing its issue well and the company’s CEO doesn’t want to admit it.

 And finally, when he doesn’t get his way, Lazaridis ends the interview and tells the reporter he “can’t use” this video. Whining and telling a reporter his job is a no-win situation. This strategy—if you can call it that— seldom works, particularly on video.

  • The Result: Lazaridis has communicated mistrust and suspicion that RIM is not able or willing to manage complex issues and guarantee their customers’ uninterrupted service.
  • The Lesson: Remember that every issue is “on the table” and you cannot call foul and expect the reporter to obey.  There are credible ways to explain when there are details you cannot divulge.  Then communicate action and bridge to a message.

Telling a reporter he can’t use video only encourages him to do so. Views on YouTube are now clocked in at 22,000, and counting. But viewers may be checking out the video for all the wrong reasons.




Comments Off

avatar

About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.



Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.