A recent media training included a recurring theme: the importance of keeping calm.
Stories about this particular client often involve controversy. Some members of the organization apparently want to know why those speaking to the media don’t hit back harder. I infer those members who are critical feel their group is too often a punching bag or responses are too soft.
Sometimes it is not easy to keep your cool. Consider that politicians and athletes speak to the media more often than most others. Despite their experience, we regularly hear stories about politicians being defensive or athletes creating headlines by the way they talk to reporters. The public sometimes likes to see these public figures dig in, but most often, the reaction is not positive.
Before striking for the jugular, ask yourself a couple of questions: Would a verbal attack come back and bite you either in the court of public opinion or in a court of law? Would your comments allow you to win the battle of the day but hurt your long-term efforts in winning the war?
Strategically, a time might present itself to let loose. But the brief joy you feel by telling someone off via the media might not help achieve a happy ending later on.