When briefing clients on media interviews they may be doing, or recommending new strands to add to their PR programme, we are constantly reminding them of the importance of saying something that counts.

The media warm more to organisations and spokespeople who don’t sit on the fence and who are prepared to have a strong opinion, and as a result will often contact certain individuals for comment ahead of others who try to sit in the middle for fear of speaking out of turn or offending someone. This is all the more frustrating when you know that privately they hold opinions that the media would just love to hear!

Strong opinions based on sound rationale are what gets quoted and generates interest in blogs and social media.  Keeping comments short, sweet and simple, without dumbing down, and the inclusion of a few soundbites that will stick in the mind of the reader or listener will give the client credibility and impact and will position them as a thought leader who says things that are worth listening to.