- Never use the phrase ‘no comment’, it sounds suspicious. Find another way to explain that you can’t answer the question.
- Prepare your key messages. Know what you want to say and get it across.
- Use examples. They’re great for proving and explaining your point.
- Avoid jargon. If we can’t understand you, your message is lost.
- Find out the questions they want to ask, but expect surprises!
- Be passionate, but stay calm.
- Don’t wander into other issues that aren’t your responsibility.
- Don’t be afraid to say you don’t know – move it onto something you do.
- Beware ‘off the record’ – don’t say things you don’t want in print or on air.
- Make it interesting! Have an angle and you’ll keep the reporter happy.
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