M and M Communications

M and M top tips

Think before you TALK – always prepare for what you are going to say.
Are you the best person to do the interview? We suggest you only agree to talk on topics you are comfortable with and when have something interesting to say. 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. Or think of it as transaction – you give the journalist something they can print or broadcast, they give you free (and usually positive) publicity.
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.

Remember, there is no such thing as ‘off the record’!
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.
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. Make clear points that everyone can understand.
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.