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Maximize Your Media Exposure & Minimize Your Risk
SOURCE: Global Development Research Company,
Kathleen Hessert
Do
Don't
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.
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.
Adopted from EFB Task Group on Public Perceptions of Biotechnology
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