Horner: Notes

June 15, 2005 - at the Junior League Chris Horner

Ten "Rules of Engagement"
When advocates start knocking (more like pounding) on your door.

1. Be pro-active - The best way to deflect a negative attack is to have a deposit of goodwill, trust and credibility already stored up.

2. Stay on message - Consistent messages and frequent repetition of those messages are your best bet for communicating your position.

3. Adjust your message as circumstances warrant - Day Two and Three stories on your issue usually have a different focus than Day One stories. You may need to tweak your messages or emphasize different parts of your message in order to respond appropriately.

4. Correct misinformation - Quickly and decisively correct any incorrect information that appears. Use third-party sources, if appropriate.

5. Don't engage directly - Groups strongly opposed to your position will probably not be swayed by your arguments. Instead, focus your energy and communications on those in the middle who are ambivalent, undecided or unaware.

6. Coordinate with third parties - Most likely, there are several third parties that are willing to defend your position. Identify these third parties and coordinate your response with them.

7. Let others send your messages - Track quotes, articles, op-eds, blogs that support your position. Be prepared to send these sources to media or other stakeholders to reinforce your credibility.

8. Develop a blogging strategy - Begin by "deconstructing" media stories or rumors that are particularly inaccurate or unfair.

9. Don't take it personally - It is NOT about you.

10. Keep your sense of humor - It's probably the best tool in your toolbox.