How to speak without saying anything; another example of what not to do in media relations…
As you may have heard by now, there is a fishy issue in Japan.
It is a very confusing, multi-sided issue in dire need of definitive clear-cut message.
It is a fish story that could mean life or death…of a couple of industries as well as a few diners.
Allow me to set the table for you:
There you are, munching down the fish you ordered on your Japanese vacation.
The good news is what you are eating is considered a delicacy.
The bad news fills quite a shopping list:
1. Eating this particular fishy’s liver is illegal in Japan. Ask Paul McCartney - jails in Japan? Not so cool.
2. Eating the fish could kill you if prepared the wrong way, because it’s, well, poisonous. Assuming death in Japan isn’t any more fun there than here.
3. Fish farmers have test-tubed new genetics to breed supposedly "non-poisonous" bug-eyed buggers; that too is still illegal to serve.
And, drum roll (or fish roll) please:
4. Even if you eat it and live, there is a debate over whether or not Mr. Fish is really non-poisonous or legal.
A whole group of fish surgeons (or are those "fish sturgeons?") that remove the liver in the regular old poisonous version would be mad at you anyway because even the newly genetically altered "safe" fish takes away from their income; they are professional gutters, removing the poisonous snot out of the "real" fish. And, there’s whole OTHER group of fish chefs that would be ticked at you for even thinking about eating ANY non-poisonous poison fish because they are licensed by the country and would never serve the "illegal" fish…or so they tell their government.
Confused?
Well, there you go. Mission accomplished as a president may say. And, you thought the American Axle strike was multi-faceted?
"Fugu" is the name of this stupid fish that could kill you, imprison somebody or make scores of folk fugu fuming.
Now, an entire region of the world is desperate for clarification for lives and livelihood. Can someone of authority please stand up and communicate with us!?
Ah, the head of the tourism association in Usuki, the most famous spot for fugu. You sir in the back, please stand up…and the verdict as quoted recently in the New York Times?
"Officially, you can never eat it here. Well, it’s not that you can’t eat it, but, no, you can’t eat it. That’s the only answer I can give you."
Well, I’m glad a trained spokesperson cleared that up. Bon appetit.
Tags: pr mediarelations