During interviews with reporters, people don’t always want to answer questions about company
earnings and sales figures.
We tell
clients it’s best to give reporters what they want.
If they
don’t, the reporter will figure it out on their own.
If they get
it wrong, it’ll look like it’s right and there’s little anyone can do about it.
I say this
because we’ve had reporters guesstimate company earnings by using an industry
average that was way too low since they were specialists with a large
staff.
To have
people think they made so little was even worse than having everyone know
how well they were doing.
Another
time, we almost lost a feature because the company was still in beta-testing,
had run into problems and didn’t want to admit sales weren't as high as they’d projected.
Which is
why we say “Honesty is the best policy”—especially with journalists.
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