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Common Mistakes when talking to the Press



Common Mistakes when talking to the Press
   

The following things are worth bearing in mind before you start talking to the press – or indeed before you do anything in a business! Whilst it is not meant to be an exhaustive list it should suffice for most interviews.

Interview Do’s  Listen carefully.

 Keep your answers short and to the point.

 Always be sure of your facts.

 If you don’t know the answer, say so and tell them that you’ll get back to them with an answer. Please remember to do so though; remember the press won’t give you a second chance.

 Always tell the truth.

 Steer every question back to the message that you want to make.

 Always reinforce your points with proof points – where has this deployment been successfully introduced.

Interview Don’ts  Remember the golden rule “If you don’t want it printed – don’t say it in the first place”.

 You should never knock the competition, whilst trying to promote your own product.

 Never say “No Comment”. Since at best the journalist won’t bother to print anything and at worst he’ll assume that you’ve been found out.

 Never, ever lie. You never know when it will come back and bite you.

 Use unnecessary jargon.

 Patronize the interviewer.

 Get emotional or confrontational.

Some common mistakes to try and avoid  Trying to “sell” your product to the editor.

 Following instead of leading.

 Talking too much or too fast.

 Not listening.

 Failing to communicate the key messages.

 Answering “Yes” or “No” – Instead try “I’m very glad you asked me that question, .” and bring it back onto message.

 Answering when you don’t know.

 Making projections, that could prove to be misleading.

 Putting word’s into partners mouths, without their prior agreement.

If you can achieve all of the above points then you should be well on your way to conducting a good interview with the press.



To learn more about this author, visit Charles Bows's Website.

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About the Author


Charles Bows
(Visit Charles's Website)
Formed in early 2005, we are a broad based communications agency - with particular emphasis being placed on IT, Telecoms and the Computer Games (PC, Console and Mobile) markets - specialising in the following areas: - Strategy - Public Relations - Branding - Hospitality - Web Creation. We've set about transforming the way Small and Medium Business go about attracting greater interest in their own companies.
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