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It's late Friday afternoon
and you're thinking about the weekend. The phone rings and it's
a reporter from the local newspaper with an unexpected question
about your company's financial status.
No matter how well-prepared you think you are,
there's always the chance of an unexpected phone call from the media.
Here are a few guidelines to help you through a media call, whether
it's positive or negative.
 You
don't have to answer the question on the spot. If you aren't prepared,
tell the reporter you'll call him or her back. That way you have
time to formulate a complete answer.
If
you feel that you are not qualified to answer the question, find
the person in your company who is and coach him or her on a good
answer as quickly as possible. Be sure to sit in on the interview
so that you can handle any follow-up questions.
If
you will be the one answering the question, be sure you have met
with the experts at your company and formulate three or four talking
points before calling the reporter back. One question always leads
to another, so be sure to stick to these points.
If
the question is one that you cannot answer, never say "no comment."
This statement sounds as if you are trying to hide something. Reporters
tend to respond better if you simply say, "I can't answer that
question at this time, but I will be sure to contact you if or when
I am able."
Past Tips:
PR
Stands for Personal Relationships
Don't
just stand there, make yourself valuable
Did
you get my release? Words for PR to die by
For
the human touch, don't forget to phone
Out-of-body
experience
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