Decidi for pr & communications
Find the line that becomes the headline before you send it.
Run the statement past a hostile journalist, a crisis lens and a legal eye — so what goes out is the message you control, not the quote that gets pulled.
- Have a hostile journalist read the statement looking for the gotcha quote and the contradiction.
- Run the crisis scenario: how does this land if the worst-faith interpretation goes viral?
- Catch the legally risky admission or unsupported claim before legal — or a litigator — does.
- Stress-test the message against every stakeholder, not just the one you wrote it for.
- Surface the tone misread that turns a careful statement into a screenshot.
- Rehearse the follow-up question the spokesperson can’t answer on the day.
- The statement — the line a journalist pulls out of context
- Worst-faith interpretation and how it spreads
- Legal exposure and risky admissions
- Every stakeholder’s reaction, not just the target one
- Tone — the misread that goes viral
- The follow-up questions you’ll be asked next
Say your client must announce a product recall tomorrow morning: limited scope, no injuries, handled correctly — and one ambiguous sentence away from becoming “company admits safety failure” by lunchtime.
The Hostile Journalist reads the draft the way the least charitable reporter will, and writes the headline each paragraph invites — the fastest way to find the sentence that must go. The Crisis Comms Advisor pressure-tests the sequencing: who hears first, what the support team says when calls start, what the follow-up statement holds in reserve if the story grows. The Corporate Lawyer walks the line between honest and admissible, flagging the phrases that read as liability admissions, while the Brand Strategist keeps the statement sounding like the company on its best day rather than its most defensive one. The Devil’s Advocate then attacks the finished draft one more time. You publish knowing the feared headline, the prepared answers, and the sentence you cut that would have caused both.
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