What is the easiest way for people to destroy their credibility when speaking regularly to the media? It’s saying one thing in one interview, then denying they said it in another, especially when their original comment is recorded. It’s amazing how often this still happens because recorded words live forever!
Presidential candidate Robert Kennedy, Jr. fell into that trap when asked about his opposition to vaccines. He appeared on CNN and was asked if he still believes no vaccine is safe and effective. Kennedy denied ever saying that, prompting interviewer Kacie Hunt to play a previous interview. Here’s the clip.
Kennedy tried to backtrack on his previous comment about vaccines but he clearly got caught making a false denial. This should never happen! If you agree to an interview, make sure your messages are consistent with anything you might have said previously.
Now, occasionally you or your organization’s position might change after you have done an interview. If that happens, and you speak to the media again, the best course is to acknowledge the change and explain why it occurred. You may take some criticism for the change. But that’s far better than being caught on tape saying something you are now denying. Remember, recorded words live forever!