I’m in Las Vegas this week attending a conference. Last night I went to dinner with a bunch of guys from Medina, Ohio who are huge Cleveland Cavalier fans. We positioned ourselves near a mega screen monitor so we could see the Cavs ultimately pounded by the Celtics 120-88.

Early on, when the game was relatively close and spirits were higher, the LeBron James rumor mill was the talk of the moment. Facing July 1 free agency everyone at the table had an opinion on whether LeBron will stay or go. With each opinion came a rumor about what someone told someone about LeBron’s status. Also with each rumor and opinion came blame. Who to scapegoat and take to task if LeBron seeks mega millions elsewhere?

As a PR guy this got me thinking. It’s not about just LeBron, it’s about sports in general. Each day is filled with stories in the paper and online, as well as sports radio and television, that are based on heated rumors and bashings about one team, coach, manager or athlete.

If these were stories about our fire departments, chiefs or firefighters we as PIO’s would be apoplectic! We would be in total crisis communications mode!! This would constitute one of the worst days of our careers.

But hey, sports is sports, trashing is status quo.

This begs a PR question that came to my mind, what should teams do when new rumors surface? Should they ignore them? Issue a statement? If this was the case a football sized team of media spinners would have to work for each organization and player churning out refutes to rumors and scandal.

Personally, I’m not sure teams can do anything. Athletes, and the teams that pay their ridiculous salaries, are going to be scrutinized and talked about left and right for every move they make, and don’t make. Maybe it’s up to the PR dept. to issue as much positive news as possible in an effort to combat any negativity that might come out about the team or one of its players? Maybe they already do this and it doesn’t work?

My take though. Nothing is better for ticket sales, then to use a fire analogy, a good controlled burn.

 What a difference in the public information world. Sports PR guy’s help fuel the fires while we try to put them out.

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So many of us benefit from the use of Motorola radios and equipment.  There flawless performance is something we many times take for granted. I just want you to know how Motorola gives back. I just accepted a check on behalf of America’s VetDogs for $30,000 at a Motorola corporate and authorized dealer event at the new Aria hotel in Las Vegas.

In my non PIO hours, one of my jobs is serving as Executive Vice President of America’s VetDogs. The organization provides guide and service dogs to recently returning wounded veterans and provides in theater combat stress relief dogs and therapeutic dogs at military hospitals in a partnership with the US Army.

Motorola realizes their responsibility both on and off the battlefield and I congratulate them.

At the conference I had the chance to meet many fire department vollies who own or work at Motorola authorized dealers. It is such an instant bond when you greet brothers on the road.

In the picture with this post are two other VetDogs supporters, Joe Montana and Jerry Rice.

You can learn more about America’s VetDogs at www.vetdogs.org

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In my humble opinion the quickest way for us to become instant villains as well as guilty until proven innocent is to utter the words “no comment.”

In a sticky situation that begs for solid crisis communication techniques the two most dangerous words you can ever tell a reporter is “no comment.”

“No comment” renders you powerless over a story involving your department. It invites reporters to talk to other people who might not hesitate to put their spin on your issue. Worse yet, it makes you look defensive and unsure how to truthfully answer.

How then, should you respond when a reporter asks a tough, angry or hostile question that you clearly cannot answer, or don’t want to answer? Here are alternatives to “no comment.”

The old PR “Bridging” technique is valuable because it helps you get your main point across when you’re asked a question you don’t want to answer. You “bridge” from the reporter’s question to your message as subtly as possible, by using one of several phrases.

Question: “Why was one of your volunteer fire department members driving their own car so carelessly to the firehouse to answer an alarm that they caused a major accident?”

Answer:  “I don’t have all the facts to be able to answer that question accurately. But I can tell you that…” Then continue with your key point.

“I agree that this created a problem and I’d like to go directly to our solution.” Then state your key point.

“We have our share of challenges, just like everyone else does, but it’s important to remember that…” Then state your key point.

Tough, Hostile Questions

When a reporter asks a tough, angry, hostile question, here some ways to respond:

Question: Doesn’t you department do anything to train firefighters not to drive recklessly to a call. I guess you have no policy?

“I wouldn’t use that choice of words. If you are asking whether volunteer driver safety on the way to the firehouse is addressed by this department, I can tell you that…”

Question: Isn’t it true your volunteer firefighters enjoy special amenities, like a workout room in your firehouse that is paid for by taxpayer dollars?

“Your question points out a common misconception we hear all the time. The real issue is…” Then restate the issue.

When the reporter’s question has nothing to do with your fire department, here’s a good response:

Question: What is your opinion of the recent fire in the next district that could have been prevented if their initial response time was quicker?

“What you are asking about has nothing whatsoever to do with our department. But thank you anyway for giving us the opportunity to be a part of your story. Have you perhaps thought about calling…?”

By the way, it’s surprising, and probably the number one reason PIO’s say “no comment” is because what they really mean to say is “I don’t know.” Think about it. When was the last time you saw a reporter quote someone saying “I don’t know”?

I frequently tell reporters that I don’t know the answer to a question, or that I need time to track down the information they need. This usually unsettles them because they are not getting the instant gratification of a usable quote. Normally I ask about their deadline, and then return their call in quick order when I have the answer.

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