- Thou shalt talk from the viewpoint of your audience.
- Thou shalt speak in personal terms and avoid jargon.
- Thou shalt not say anything that you would be embarrassed to see published.
- Thou shalt state the most important fact(s)/point(s) at the beginning.
- Thou shalt not argue with a reporter or lose your cool.
- Thou shalt not repeat the negative. If a question contains offensive language or words you don’t like, do not repeat it.
- If a reporter asks a direct question thou shalt try to respond with a direct answer. If that is impossible, be ready with a bridge to a related topic that you can address.
- If you are not able to answer, thou shalt never say “No comment.” Say, “We have nothing to report at this time.”
- Thou shalt listen to the questions.
- Thou shalt tell the truth even if it hurts and never exaggerate the facts.
Also see:
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Rebecca Antonelli,
Rebecca Antonelli's Lessons in Good Media
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