Talking to the Media Know the in-house rules Understand the news gathering process Respect deadlines Is it real news?
Who are you dealing with? What is the article/story about? What type of audience is it aimed at? What part do you play? What do they want? Check previous coverage by reporter What are the sensitive issues?
During an interview Be alert Say “I don’t know” rather than speculating Avoid “No Comment” Stop when you’ve said what you want to say Avoid jargon, excessive figures
Media contacts What if I meet a journalist at a conference/seminar? What if I’m sitting next to a journalist at a lunch/dinner? What if they call me/my family at home? So are they ever off duty?
The picture is the message 80 per cent of what people remember from television programmes is what they see, and only 20 per cent is what they hear.
How to perform: TV You will always be on the record Stay cool. Don’t lose your temper Put the main point at the start of your answer Watch out for leading questions Don’t just accept their arguments Never respond to a question you don’t understand
Body language Look at the reporter, not the camera Sit / stand up straight Look positive React to the questions and to what’s being said At the end, stay in your seat
Personal appearance Dress to suit the programme and your image Avoid black, white, bright red Avoid too many stripes or checks Avoid dark glasses Make sure your tie is neatly tied Accept make-up, if offered
After the Interview Did you learn anything? Were there any unexpected questions? What follow-up is needed? If they make a mistake – use it as a bargaining tool