5 Frequently Asked Questions
The world of public relations often sparks its share of questions, and our team is always ready to answer them. We’ve decided to group together the ones we hear most often and give you some insights!
1. Why not just buy an ad to get my message across?
Buying ad space is indeed an excellent way to increase your visibility and control your message. The challenge is that the public knows you’ve paid to speak to them exactly the way you want, which tends to come across as less genuine.
If you truly want your message to resonate, it needs to be carried by voices other than your own, and that’s precisely where media relations come in. When you take a proactive approach with traditional media, you help build a narrative supported by third parties. Journalists have credibility that can greatly increase the reach and legitimacy of your message when they choose to share it.
This is what’s called “earned media”: media coverage obtained without spending a cent on advertising. This kind of unpaid third-party validation is invaluable for your organization.
2. I know my industry inside and out—do I really need to prepare for a live interview?
It may sound surprising, but it’s precisely because you know your topic so well that you should prepare for a live interview.
Live interviews are short, and your answers must be clear, concise, and to the point.
When you know your field too well, it’s easy to get lost in details or use jargon that’s inaccessible to the public.
Good preparation allows you to structure your messages, extract the essentials, and deliver your ideas with impact. Nothing beats mock interviews to build confidence and anticipate tougher questions.
3. How can you help my team through a crisis?
Our crisis communication expertise is rooted first and foremost in prevention, because the best way to manage a crisis is to avoid it altogether.
While it’s impossible to predict exactly what type of crisis might occur or how severe it might be, it’s entirely possible to anticipate the main risks your organization faces and put strong mitigation plans in place to prevent a situation from spiraling.
And if a crisis does strike—because it happens—we’re ready. We mobilize quickly to support you with efficiency, rigor, and composure.
Every crisis is unique, but our experience has taught us valuable lessons. These lessons serve as benchmarks to guide our actions and help you make the right decisions at the right time.
4. Is it true there’s no such thing as bad publicity?
You’ve probably heard the famous saying: “There’s no such thing as bad publicity”
It’s a catchy phrase, sure, but the reality is quite different.
Controversial statements and a scandal can generate short-term visibility, but it often comes at the expense of your credibility, and a damaged reputation can take years to rebuild. And if media coverage is neutral (neither positive nor negative), it can actually be a win in certain contexts.
There are countless creative ways to get people talking about your organization, and to launch a viral campaign that benefits your reputation without risking damaging it in the first place.
5. How can you help me communicate with my board of directors?
A smooth relationship between an executive team and its board of directors is essential for ensuring the company’s long-term success.
It’s common for leaders to be asked to present their strategy to the board, especially for major projects or during an organizational shift. Our clients regularly turn to us for support in this demanding exercise, which aims to reassure the board about the company’s health and the clarity of its vision.
Our approach starts with understanding the context of your presentation, then identifying the key issues the board is likely to raise.
We then work with you to craft solid, persuasive responses, while equipping you to feel comfortable and confident when delivering this critical presentation.
