You might give a press statement for 10 2030 minutes at a press conference, you might be interviewed for two hours. And three words get on the evening news or in the headlines and on every website around the world. In times of crisis, you may face extra extra media scrutiny more time with reporters than ever in your life. And yet, you're still going to get quotes or sound bites, in that TV broadcast radio broadcasts and extra quotes in news stories. So never lose sight of that. It's not about you making a whole speech, building a legal argument.

You have to be worried about every single word out of your mouth, and how it will be quoted. Now I have a whole series of lessons here for you to go through all the specifics of what gets quoted and what doesn't get quoted. And frankly, it's no different during In a crisis for people in the oil and gas industry versus a good positive story or any other industry, the difference is if you get it wrong, if you have a bad quote, it could destroy your stock price. It could melt the billions of dollars from your valuation, and it could cost your job and the people you work with, so the stakes are much higher. And that's frankly, why people are nervous about talking to the media. That's why people say no comment and hide.

But you can only do that so long before the reporters will just feast on your bones and leave no meat. There's not going to be anything left you can only hide so long during a crisis. And for those of us in the oil and gas industry, if there's an explosion of fire if oil or gas is being leaked, the cameras already have their visuals, they're doing the story regardless and if you're not there To give your side there's going to be plenty of spokespeople from Greenpeace, local politicians looking for air time, environmentalist, ready to attack you and vilify you and destroy you. So you cannot let that vacuum get started and your enemies to find you. You've got to be there. You've got to do the interviews, you've got to have messages, but you have to have the right sound bites.

Now I'm going to go through all the specifics of what makes a sound buy for you in the next lecture. But I just want you to think when you think of the oil industry, the gas industry and problems, what do you think of? You probably think of, I want my life back or it's America Of course there will be frivolous lawsuits. There are certain sound bites that come out. They always have something in common. They have emotion.

They're attacking They evoke certain images of pop culture. My point, there's nothing random about it, you can predict what quotes a reporter will pull out of an interview with you or a statement. In the same way, you can often predict where oil or gas is likely to be found is that's not 100% In either case, but it is highly predictable because it follows very set patterns. I know many of you have an engineering background, a scientific background, I want you to realize there is nothing random about what gets quoted. It is scientific. It is precise.

And if you learn this, you can go into any press conference during a crisis situation. You can talk to any reporter during a crisis, if there is an explosion, or a leak, and you will know exactly what quote we'll get into that story before the interview. Explain if you follow the destruction the instructions outlined in the following lessons