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243Chapter 15: Public Relations and Publicity

call — and then do so, preferably within a half hour. But before hanging up,
ask whether the reporter has specific questions in mind so that you can have
information available when you call back.

Once you know the scope of the interview, jot down the two or three most
important ideas that you want to convey about the topic. Grab any appropri-
ate reference materials that will help you make your points clearly. Consider
negative issues that might arise and develop short responses. And think
about what photos, charts, industry statistics, or other materials you’d like
to offer to the reporter to enhance the coverage.

During the interview

Proceed with confidence — and caution — during media interviews. Answer
questions clearly and then stop talking. If you try to fill time with additional
comments, you run the risk of saying something you don’t want to see in print
or hear on-air. Follow this list of advice and warnings:

ߜ Do ask how much time the reporter has scheduled for the interview. Then
watch your clock and make all important points within the allotted time.

ߜ Do admit that you don’t know an answer rather than make a guess. And
if you can’t disclose information due to legal or regulatory reasons, say
so. Avoid saying no comment, which tends to taint the words of even the
most credible news source.

ߜ Do speak slowly and in clear terms and take the time to explain your
point if the reporter seems confused.

ߜ Do make your most important points in the beginning and again at the
end of the interview.

ߜ Do keep your comments brief so that they make good quotes.

ߜ Do confirm the spelling and pronunciation of your name and business
name, your title, and other vital information.

ߜ Don’t respond if you don’t know the answer. Or, if the answer should be
provided by a more qualified person such as a legal or financial profes-
sional, say so and provide that person’s name and number.

ߜ Don’t say anything you don’t want to read or hear later. You can ask not
to be quoted by stating that your comments are not for attribution, and
you can say that a comment is off the record. But there are no guaran-
tees. The best idea is to bite your tongue before saying anything nega-
tive or potentially harmful or embarrassing.

ߜ Don’t take a jab at the competition.

ߜ Don’t pick a fight with the reporter.

ߜ Don’t stonewall. If a negative issue arises, provide a brief answer. If you
avoid the issue, the reporter is apt to follow up by talking to someone
who is far less apt to protect your position.