controversy

Learning What Not to Say

You practice crafting and delivering key messages. You also need to practice sticking to the script so you don't say what you didn't mean to say.Crisis responders and reputation managers coach clients on what to say and how to say it. They also should spend time emphasizing what not to say.

It is hard enough to extinguish a crisis or reinforce a reputation with carefully chosen words. But some words, no matter how well intended or even deserved, should not be uttered because they will stoke controversy more than quell it.