audiences respond to defensiveness and euphemism far more negatively than they respond to an admission of fault. If people already know something went wrong, telling them it didn't, or that it wasn't that serious, doesn't reassure them. It irritates them.

A step-by-step guide to preparing police, council or public sector spokespeople for difficult media interviews, written from the journalist's side of the table.

Human behaviour hasn’t changed nearly as much as our strategies assume. This creates a fundamental mismatch between how organisations communicate and how people actually receive our communications.