Leaking Secrets

Are you as tired of quotes and leaked information from "unnamed sources" as I am?

I used to be able to understand a small measure of leaking information to allow the public to be prepared. Today, I have little or no confidence in the sources and their motives. It appears to be a thinly veiled attempt to discredit or illegally release sensitive information without having the guts to take credit for the statements. It’s a coward’s way of working and the media’s cowardly way of reporting so-called news. Have you noticed the major news reporting agencies are sounding more and more like reading an edition of the gossip rags? It’s my soap box these days: the major media’s apparent lack of moral values and self-regulating standards. It would be such a shame if the major media became so lax at holding themselves to higher standards, they open the door to government regulation; something no American should endorse. But, they have become an example of the child who misbehaves and then protests his parents are mean for disciplining him.

The media’s refusal to use their own internal security system, their own set of integrity has pushed them into two categories. The first has been the degrading of their image as America’s first line of reliable information. When the public can no longer rely on the major media to report truths and news, without their own spin or opinions injected, they become nothing more than cheap entertainment. Cheap entertainment at best; fraudulent at worst. Second, when the news media releases government intelligence secrets or politically motivated agenda articles under the guise of "an unnamed source," they beg for government censorship. God forbid! As an American citizen, I do not ever want our media’s reporting, either major or local, to become government controlled or regulated. When will the publishers, owners, and editors stand up and demand a higher standard of reporting from their organizations? When will they realize they are not losing readers or viewers because they have become obsolete as a medium but because they are becoming so very trite and unreliable for reporting events and situations truthfully - without bias?

Now that I have that tirade out of my system for this Monday morning, let me broaden this more. Each business, large or small, needs a person or department dedicated to releasing information for the internal employee and the external customer and contractor.

I recently read of an organization who had a major internal problem which had been leaked to the media. Putting the issue aside, what really struck me was the head of the organization did a very poor job of releasing the information the public needed to hear. By not expounding on anything, their behavior put them under suspect. They did not release any information for several days which gave the public a field day of speculation. Believe me, speculating by the public is far worse than any truth you can report.

All businesses need to take some time to discuss what problems they could face in emergency situations. These are issues such as financial troubles, improper behavior, product malfunctions, and the list goes on according to your particular business. You must be ready for the unexpected. You must have examples or perhaps a sample script ready to release at a moment’s notice. Place them in a binder and appoint a person (and a backup) to have that role with the media. Spend a little time rehearsing the visual interview; making sure you don’t look harried or that you imply the business has just "come apart" because of the issue.

Know how to draw up your own press release with the information you can and should release. Your release would include information that can help the public understand your situation. It is all right to say you are investigating the situation and when the investigation is completed, a complete report will be issued. Then make sure to follow-through to keep your credibility as their "go to" person. Lack of accurate and timely follow-up simply tells the media they need to get their information from another source. That source could be a disgruntled employee, an outside "expert," or the casual observer. None of these will have your business’s best interested at heart.

Know, legally, what information you cannot release. It is very important that you do not get sued because you have released protected information or information that is in error. Protected information could be employee names and personnel issues. Protected information could be the financial detail of the company or business. You may want to consider if the information you release could set up the business for other problems (stating the cash drawer had $30,000 in it at the time you were robbed only asks for more robberies). Stating the employee’s name if they are suspected of stealing is releasing confidential information and opens you and the business to the charge of slander. If an employee is arrested, let the media gain that information from the police records.

Although you may be pressed for additional (and protected) information, most media reporters understand the legal constraints of secure information. Speaking on "condition of anonymity" is like lighting a stick of dynamite and expecting the wind to blow it out before it explodes. If it is a big media scoop, despite their promises you risk being quoted. If it is too specific, you risk everyone who reads the quote knowing it had to come from you. It is just too big of risk for you and your business. And besides, it is very unethical and cowardly to release information you know you shouldn’t (because if you should, you wouldn’t be doing it anonymously).

II Corinthians 7:2 "Receive us; we have wronged no man, we have corrupted no man, we have defrauded no man."

Again, it is always acceptable to say you do not have the details, you have not completed the investigation, you will get back to them or keep them updated. Remember to follow through on your promises to the media to remain the source they quote.

You, as the representative of a company, business, board of directors, union, or whatever, should remember: You are creating and protecting the image of that group or business. Don’t let protecting the images get in the way of your ethics and be your sole purpose but don’t forget it is also a reality. Poor or no press releases or statements in times of trouble can destroy an image that may take years to repair. Since most of us depend on the good will of our customers, our donors, or our patrons, managing your image and press coverage in a professional way is paramount during emergency situations.