The 2016 presidential candidates, Clinton and Trump, have both used pivoting as a strategy in response to questions aimed at their respective characters and policies for the country.
Pivoting can be used as an effective tool for companies particularly if their brand is being challenged by the media. However, I recommend that clients not pivot too much because of the stigma it carries. Pivoting may signal you are either hiding something or you’re not being completely truthful.
Skilled media trainers work with companies to help them hone their messages and then use these key messages strategically to pivot when being interviewed. I believe it is important to answer as many questions as possible directly. Certainly if your company is in crisis or if the questions asked are not grounded or factually correct, then I counsel clients to pivot toward their key messages. It is important to keep a loyal audience. If you pivot too much and not strategically, you risk the chance of losing trust.
There’s no doubt that pivoting has become a key strategy during this Presidential campaign cycle, most recently referenced with different emphasis in a Roll Call story .
Anyone seeking to expand their company message can benefit from learning how to pivot effectively with the caveat that they use it minimally.
