It’s worth the effort, since a poignant statement can diffuse a negative story, and even move a company’s point of view forward.
The media statement is a good tool to use when a client isn’t prepared to offer a full-blown interview, or when the business or organization doesn’t stand to gain anything from participating in an interview because of the story’s subject matter.
Plus, providing the media with a statement will ensure a consistent message from your organization. Many journalists these days will simply ask for a statement given their time pressures and lack of air-time or reporting space.
Generally, the best statements are ones that are short, to the point, and rise above the fray. This is particularly important when you’re being asked to respond to a negative story, or ones dealing with legal issues.