No one appears more arrogant to the audience than someone who does not admit he or she made a mistake. Some people blame anyone and everyone for a problem, including the news media who brings it to the public's attention. Some people, despite numerous facts, won't even admit there is a problem.

Ironically, this is truly a missed opportunity. No one wants to be faced with a situation where his or her organization "dropped the ball." However, when it does happen, or equally important, when it appears to the audience that it happened, there is only one good solution-apologize!

Nothing defuses a negative situation quicker and more effectively than a sincere apology. By apologizing and admitting to a mistake, you are immediately dealing with the audience's feelings. You then move quickly to solve the problem. Tell what actions have been taken or are being planned, or indicate what actions the audience can take to solve problem and prevent it from happening to them again.

The best way to defuse a mistake is to admit your responsibility and move on to solutions. Otherwise, you run the risk of making a bad situation worse.

The "Media Interview Tip of the Month" is taken from my book, Winning Media Interviews: Sure-Fire Tactics to Get Your Messages Out. Feel free to share my tips with your staff and colleagues. I would like to hear from you about using the techniques I discuss in my book. Also, send me a note and let me know if it is okay to share your comments with others on this web page (to contact Steve go here.)