What A Week in Politics Taught Us About PR

The past week and half have been tumultuous in the White House communications office, starting and ending with the hiring and firing of Anthony Scaramucci as communications director. While his brief tenure gave everyone a lot to talk about, it also reminded us PR professionals that some basic tenets of communication go a long way in determining how our overall message is perceived by the press and our target audiences.

• Don’t say anything to anyone that you don’t want to see in print (or in a tweet). There is a time and a place for NDAs and off-the-record conversations. Unless both parties (reporter and interviewee) agree in advance that the conversation is for background only, one must assume anything said is fair game to appear in a story.
• Be respectful. Treat those with whom you interact with respect, no matter your personal opinion. Reporters will inevitably ask questions that you might not want to answer. Even though they get under your skin, remember that it is their job to ask the tough questions. So be prepared and mind your manners.
• Be trustworthy. Audiences are skeptical. They want facts. Even better if you have data to create bullet proof, persuasive stories.

The job of communications director to the White House is no easy task and the world is watching. So are we.