We’ve learned a lot from this election season about public relations, branding, communication, what to do and not to do…. Perhaps the most valuable lesson of all comes to us a cautionary tale.  

Politicians regularly plan for campaigns by first performing “opposition research” on their candidate and staff. By uncovering it all-both the good and the bad-you can be better prepared.

Donald Trump didn’t allow his team to conduct “opposition research” and thus….the Billy Bush recording surfaced. By conducting the research up front, your communications team can help to not only refute the negative but also to highlight the positive.  

As you prepare for your next media interview consider doing such research. If you’re already aware of the both the positive and negative you’ll be in a better position to answer any question presented.

Read more about it here from our friends at Forbes and get ready to answer those tough questions.