Modern forces and current events may require executives to reinterpret basic tenets of communications, but one remains the same (at least according to CNBC’s on-air editor Charles Gasparino): media relations. Known for being particularly unforgiving to his subjects, Gasparino does identify a long-held best practice communications executives can use to get their side of the story heard by reporters: Don’t spin.
“Remind corporate leaders of the consequence of spin. Don’t wait so long to engage [media] that when you do, whatever you say has to be spun,” Gasparino says. “If you’re thinking about spinning in this environment, and then if you’re ever proven wrong, you don’t only jeopardize your reputation—you jeopardize the reputation of the institute.”