Media Minute: Credibility Crater

Media Minute: Credibility Crater

By Jerry Brown, APR

Media Minute: Can you say too much?Have they finally found Malaysia Airlines Flight 370? I hope so. But I’m a bit skeptical. And, I suspect, I’m not alone.

Normally, I’d probably assume the “pings” heard over the weekend were from the plane. But there have been so many conflicting stories and false hopes that I’ll believe they found the plane when there’s solid proof.

There’s an important lesson in that: Once you’ve lost your credibility, it’s hard to get it back.

As I see it, the search for the missing plane has been nothing short of remarkable. And the ships picking up the pings aren’t responsible for all the conflicting stories and false hopes. But it’s sometimes hard to make those distinctions.

Whether you’re dealing with a crisis or everyday business, honesty is important. And transparency is absolutely essential when you’re addressing a situation in which people’s lives have been lost or are in jeopardy.

It’s important to tell us what you know. But it’s also important not to speculate about what you don’t know. Unfortunately, there’s been far too much speculation in this case.

We all have stories to tell. Do you need help telling yours?


Looking for tips for telling your story more effectively? Check out Jerry’s content-focused blog at

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