With the breaking news that prominent Sky Sports presenter, Andy Gray’s contract was terminated today following ‘a number of offending remarks’, we are reminded that even as an experienced journalist there is no such thing as off the record.
Our top tips for talking to the media are:
- Remember, there is no such thing as ‘off the record’!
- Think BEFORE you talk – always prepare for what you are going to say.
- Are you the best person to do the interview? If you can’t help (or feel you are not the right person) offer to get someone who can. Offer to phone the journalist back and then check for a suitable expert.
- Find out as much as you can beforehand i.e. what is the angle the journalist is interested in. Will it be used as part of larger story; will anyone else be interviewed?
- Always remain positive and try to help. Remember interviews with journalists are usually invaluable.
- Be prepared. Make sure you have all the information you need. If figures and statistics are required, make sure you’ve agreed the correct figures beforehand.
- If you have agreed to give the information, keep your word. If you haven’t prepared a comment, don’t give one – just say you are unauthorised to do so.
- Never talk about anything you haven’t prepared. Never say anything you wouldn’t happily see on the front page of The Times or BBC online. Or, in this case, EVERYWHERE!
- Stick to your key points/messages. Don’t allow the journalist to lead you off track or put words in your mouth.
- Don’t be afraid to repeat yourself – this is vital in a hostile interview or crisis.
- Use simple, positive and everyday language – avoid jargon if you possibly can.
- Keep facts and figures to a minimum.
- Speak with enthusiasm and energy.
- Make the journalist feel positive about you (even if this time round the story is negative).
- Remember: news is not just information; journalists are after good stories and when you give one, they tend to call or email again.
In helping you make the most of your dealings with the media, M and M Communications will be running a series on effective communication starting in March. Details of these can be viewed by clicking below:
marketing your message – Friday 18th March
writing for business – Friday 15th April
maximising media relations – Friday 20th May
developing your tactical plan – Friday 17th June
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This entry was posted
on Tuesday, January 25th, 2011 at 5:37 pm
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