Recently, Patreon had to expend a lot of PR points apologizing for something that never should have happened in the first place.
When you’re dealing with your customers are you selling “day old bread”? Are you trying to get away with things? Are you lying to them and hoping they don’t notice?
Public Relations is about your relationship with the public. It is not about marketing your products. When something goes wrong–and something will go wrong–the relationship you have built with the public will often be the deciding factor between disapproving looks and wagging fingers on the one hand, or the pitchforks and torches of righteous outrage on the other.
At some point in this process you’re going to say “Wait a minute. We’re dealing with a global market. We can’t talk to everyone in the world the same way!” That’s where the Tone comes in. You take your Message, and your Voice, and you adapt it to fit the culture and market. While you may say the same thing to your mother and your daughter, you say them differently. That’s Tone.
Answering questions in front of the press is tricky. But there’s a good rule of thumb to help you stay focused and quotable: One Plus Three