Knowing what (not) to say, when to say it, and how to say it

In any moment of media exposure - be it an interview, an opinion piece or a press release - it is extremely important to know what messages you want to convey and how you want to do it. However, in addition to this, it is at least as important to define what you don't want to say.

When thinking about a communication strategy, regardless of the period in which it is implemented, defining the key themes for a given organization is extremely important. As well as the topics on which the brand does not want to comment for some reason.

In the case of an interview, for example, this is not so easy to manage. If we're talking about a crisis situation, it's obvious that the journalist will address that very issue. In this case, the choice is whether or not to give the interview.

However, even in potentially less dangerous situations, we need to establish the main messages we want to get across and the topics we want to at least avoid commenting on. There are countless examples where, in "friendly" environments, the interviewee has relaxed and said something they shouldn't have. In the most extreme case, these kinds of moments can trigger a reputational crisis.

Another factor we must take into account when we are communicating is how we do it. Defining the communication channels we want to use - social media, television, press, etc. - and the way we do it on each of them can destroy everything that has been done previously.

In communication, what you say is just as important as what you didn't mean. The moment we do it and the way we do it are equally important.

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