Gov. Sanford "Oh What a Tangled Web We Weave"

And so another lesson in political communication slaps us in the face in the matter of S.C. Governor Mark Sanford's mysterious "disappearance" that turned into a "hiking trip" and finally was found to be a flight to Argentina to see his mistress.
No, the lesson I'm talking about is not the hypocrisy of a Family Values politician again being found to be unfaithful to his wife. It's really not about the Governor at all. It's about his staff and how they handled this disaster with the media.
There are two things politicians and business persons hate to have to admit to the media. One, they've done something wrong. Two, they don't know the answer to the question they've just been asked.
Now I don't know where Governor Sanford's staff came up with the "hiking trip" story they used to delay the inevitable in the Sanford affair (the media affair, not the love affair). They may have been told to say it by the Governor or they may have just been trying to protect him. I'll give his staff the benefit of the doubt and believe they had no knowledge of their boss' infidelity.
This brings us to number Two above. Rather than admit that they didn't know the governor's whereabouts, tell the media "We don't know where he is right now, but we'll find out and tell you", or something to that effect, they played for time with a cover story. They forgot the worst thing about cover stories, eventually the cover comes off and the truth is discovered (see Scandal, Watergate or Scandal, Monica). Then the stuff hits the fan and things become worse by an order of magnitude.
How do you avoid this situation, whether you're a governor in an intercontinental love triangle or a politician or business person who is facing any difficult situation? The answer is tried and true, HONESTY. Let your people be as honest as possible at all times. This doesn't mean you have to give away state or corporate secrets, but it does mean you have to respect the intelligence of your constituents/customers and trust them to be able handle bad news. Bad news happens no matter who you are. Whether it's your fault or not, you will face times when you have to deliver difficult news. Obfuscating only makes the situation worse. The public is much more likely to understand and/or forgive if you're upfront with them from the get go.
While there wasn't much Governor Sanford's staff could do to make this situation less than awful, a little more honesty would have made things less difficult for all involved.
The bottom line; don't to be afraid to say " I don't know", when you don't. Admit your ignorance, make sure you try to correct it, and get back with the facts when you have them. Then get back to the questioners. Early and often. The press and the public find few things more infuriating then a "wall of silence". Even if you're update is "We still don't know", as long as you're being truthful, you will be given time to do your job and get the facts out. Just make sure that's what you do.
"Oh what a tangled web we weave when first we practice to decieve". I don't know where that chestnut originated, but it rings true even more today than when it was coined. In a twenty four news cycle that feeds voraciously on information, the information WILL eventually get out. If you don't get out in front of it, it will feed on you.

Bob Campbell is a career broadcaster who consults companies and individuals in the art and science of media relations.