If you are proactive with media relations or public relations, you will be talking with a reporter. And, sometimes, even if you aren’t, you will be getting a call, especially if a crisis or issue arises about your company or industry.

The key to talking with a reporter is to always give accurate responses.

You have to –
Be knowledgeable about the issue.
Don’t mistake the reporter for the audience. The reporter is the conduit to your audience.
Support your statements with facts, statistics, comparisons or personal experiences.
Listen carefully to the question. Always answer questions honestly.

If you –
Don’t want a statement quoted, don’t make it. There’s no such thing as “off the record.”
Are asked a question that contains negative language; don’t repeat it in your answer.
Don’t know an answer, say so. Don’t speculate.
Can’t answer a question, never say “no comment.” Always give a valid reason for not answering.
Don’t answer “what if” questions. Say that you don’t speculate and bridge to the real issues.
And remember – A direct question deserves a direct answer.