Quotees should be briefed before quoters

I just blogged about a company pre-launch because the news wasn’t actually embargoed (their website was up) and the press was asking me for comment. Those details are unusual, but I’d guess that the majority of quotes I give to the press are about news I haven’t been briefed on.

When news is minor enough, that’s unavoidable. But in this case and others I would have willingly been briefed (scheduling just got a bit awkward this time). The two lessons here are:

• Brief the people who will be called for quotes before you brief the press, and therefore …
• … know who the press is likely to ask for quotes.
  

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