Do
- Have a one sentence message you want to communicate no matter what is asked.
- Be alert and positive!
- Keep Calm. Don't let reporters start an argument with you. Look and sound calm and controlled. It's important.
- Stand still behind the microphone then use comfortable, appropriate gestures.
- Look the interviewer in the eye. Avoid looking at the ground, sky or the camera.
- Make your point in 20 seconds or less. Talk in complete sentences.
- Put your answers into words the public will understand. No jargon.
- Use examples to clarify your message. Especially ones that improve your position and that of the company.
- If your story is positive, offer information you want the public to know, even if the reporter doesn't ask.
- Be cooperative, however, know what you should and shouldn't say.
Don't
- Never say "No Comment." Whenever possible explain why you can't give the media the information that they are asking for.
- Don't let a reporter put words in your mouth; correct misstatements before you answer any questions.
- Don't say or do anything you don't want reported. There's really no such thing as "off the record."
- If the story is negative, don't give unnecessary information that may be detrimental. Answer only the questions you're asked.
- Don't speculate or talk about anything outside your area of expertise or known facts. It's OK to say "I don't know. I'll find out..."
- Avoid answering "what if " questions. Instead, respond with something like, "I wouldn't want to speculate on that, however..." and state your positive message.
- Don't fill in silent pauses. Say what you have to say, and stop!
- Don't keep talking as you're walking away. Stop talking before you walk.
Kathleen Hessert
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