Why you shouldn’t set up a ‘buffet line’ for reporters

One of the most common concerns I hear from potential clients is that the person they want media trained says too much when speaking to reporters.

That’s true of many executives, who like to hold court, and many subject matter experts, who are loathe to leave out any detail.

The spokesperson who says too much gives reporters a greater number of options for potential quotes. I like to think of it this way: A verbose spokesperson is essentially working at a buffet line, serving reporters a little bit of many different dishes. The loquacious spokesperson gives reporters a touch of the pasta, a spot of lamb, a slice of beef tenderloin, a chicken leg, a dollop of potatoes, a few yams, a mound of salad, a spoonful of green beans almondine, a wedge of spinach pie, and a scoop of carrots.

As a result, the reporter may decide to quote something about the green beans even though the beef tenderloin was the spokesperson’s main dish. And whose fault is that?

The more you say, the more you stray