Be Accurate:
Check facts. Then double check. Be prepared. You can't communicate
a message if you don't understand it. Don't go into an interview without
a thorough knowledge of your subject. Reporters will do their homework.
It will be obvious if you have done yours once the interview begins.
Be Positive:
You are the organization's representative. You may be the spokesperson.
If you don't support your organization's goals and policies, move on.
Emphasize the positive. If you introduce negative information, you can
count on it being lead copy. Remember that negative news sells itself.
Be Brief:
If you want to present lengthy monologues, join the lecture circuit.
Reporters (especially broadcast representatives) appreciate brevity.
Use short sentences. Tell your story in a brief format. If the media
want more, they will call.
Be Helpful:
Provide information when it is requested, even when you consider it
negative. If you want coverage when the news is good, you must be
willing to assist reporters when the news is negative.
Be Available:
Wise practitioners are always on call. Media deadlines are not planned
to accommodate public relations office hours. Be available when needed.
Provide media with office and home telephone numbers.
Don't Whine:
Mistakes occur. It is a communications reality. Be understanding when
minor factual errors and typos occur. Likewise, don't complain if an
editor or news director chooses not to use your story. They, not you,
are the gate keepers.
Don't Be a Killer:
Don't ask the media to kill stories that may reflect negatively on your
organization. Ask to tell your side; but don't expect the media to
suppress facts to make you look good. Flip side of the coin: Don't beg
for coverage.
Anticipate:
The media plan coverage. You should too. Know what interests editors
and reporters. Anticipate questions. Search out answers. Ask yourself
what questions the media want and/or need to know about your organization.
Be Professional:
Read newspapers, news magazines, and trade journals. Listen to broadcast
news. Become a media expert. Don't be guilty of "no comment". Don't
play favorites with reporters. Never comment off the record and expect
your comments to remain off the record.