- Prepare, prepare, prepare
Think of the publication, the readership and the audience. What are they interested in? What are your key messages? Then put them into snappy 'sound-bites'. Use these to reinforce your message wherever appropriate.
- Be tolerant
Journalists come in all shapes and sizes. Although not always, they can be eccentric, brusque or off-hand. Don't take behaviour personally. Be professional and unbiased. Listen and respond politely and attentively. Never get aggressive or impatient, no matter how provoked!
- NEVER speak off the record
Informal yes - personal no. Never drop your guard. Journalists look for controversy. Personal opinion is fine if it reinforces strategy or core messages, but NEVER give personal opinions on how business is doing, internal politics, industry gossip etc. Keep it factual.
- Don't bluff and always deliver
Before responding to a question, think 'am I the right person to answer this question. Do I really know the answer?' If in doubt pass it on to someone more qualified, or say you'll find out and get back to them. If you promise to get back to them or send info or pictures, always follow-up and deliver quickly, or pass to your PR agent to action.
If you think you have said something that you shouldn't have, let your PR agent know. They may be able to minimise or eliminate any consequences. Waiting until it appears in print is too late!
5. Say no - but never 'No Comment'.
Consider:
- I'm not the best person, I'll get someone to pick this up with you as soon as possible
- Let me check the facts and get back to you
- Sorry, but it's company policy not to divulge those figures
If in doubt pass to PR Agent
- Try not to use jargon
If you are an expert on a subject, assume the journalist knows nothing, unless he tells you otherwise. Don't swamp the journalist with jargon, keep it to everyday language and where possible, use analogies to relate to something they can identify with.
- Keep it simple
Be credible, clear, concise and confident. Think before you speak, speak in short sentences and with authority. Don't get bogged down in detail. Give the main points and then expand if the journalist is interested
- Never knock the competition or your customers
It may backfire at a later date. Even if prompted by the journalist, be factual and always try to turn a negative to your own advantage.
- Do not give out sensitive information
Do not release sensitive information on things such as market share or sales figures unless it is authorised beforehand. If necessary, to give scale, quote third party figures and always state the source.
- Relax
Have fun, relax and enjoy your time with the press. If you are enthusiastic and informative you make a friend for life.