- Make major shifts in key messages within short periods of time.
- Make statements that don’t match actions.
- Prohibit certain news outlets from attending media briefings.
- Ask reporters to profile your organization without providing a story angle.
- Answer questions before ensuring leadership is on the same page and then backtrack.
- Hammer away at opponents’ actions and then downplay allies’ similar conduct.
- Act as if important issues don’t matter.
- Share misleading soundbites.
- Blame the media.
- Lie.