pitfalls.

19 Pitfalls to avoid when dealing with the Mass Media for your Business Story

- Do not comment on political or economic issues except within the bounds of stated company positions.

- Do not disclose private company information without approval from the top.

- Do not presume, comment on, or explain any position of the company relative to laws, regulations, economic issues, or government policy.

- Do not disclose any matters of internal operations.

- Do not comment on pending or threatened litigation or other legal proceedings involving your company without clearance from the top and the company's legal counsel.

- Do not say anything to the media "off-the-record."

- Do not suggest an "exclusive" to a second reporter before it is definitely refused by the first.

- Do not be a pest by repeatedly calling the media to see if your story has been accepted.

- Do not invent reasons to call a reporter.

- Do not pressure a reporter by mentioning that your company "pays to advertise" in that medium.

- Do not insist on name identification in a story.

- Do not ask reporters if they will use a story. It is their editor's decision. Ask the editor only once.

- Do not ask to read a story before it is used.

- Do not send out a news release that is not newsworthy or a picture or graphic that is not of high technical quality.

- Do not schedule press conferences in any but the most unusual circumstances and make sure they are "worth it" to the press.

- Do not telephone a reporter or editor when they are on deadline unless it is an important news development. Use the fax or e-mail instead.

- Do not use acronyms or jargon in news releases.

- Do not send out news releases or issue statements with spelling or grammatical errors.

- Do not put out any statements that are questionable, unconventional, or controversial without it being attributed to a quoted source.

Author:.

Andrew Chow is a certified Life Coach, Serial Entrepreneur, Speaker/Author and Master Match Maker in Singapore. Founded IDEAMART (S) PTE LTD in 1994, Andrew won the Spirit of Enterprise Award in 2008 and the Successful Entrepreneur Award in 2010.

Graduated from Thames Valley University, Andrew is also a Certified Trainer, Assessor and Developer under WDA-WSQ courses. Andrew had more than 130 interviews and features about him or his business since 2005 from Channel News Asia, News 8,...

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