The_Essential_Manager_s_Handbook

TALKING TO REPORTERS / 363

Getting your message across

A standard line of questioning for reporters

concerns the “worst case scenario.”

Reporters who are seeking interesting

comments are prone to press subjects to

speculate on what might happen in a given

case that the public might need to know.

However, speculation—no matter how

carefully phrased—is likely to create

problems if you are quoted out of context.

Replace speculation with an interesting

comment about what you do know. You will be

in a good position to do that if you understand

what the reporter wants and develop your own

well crafted messages to provide it.

>>^ Setting a clear goal for^

every interview

>> Taking the initiative in getting

your points across

>> Keeping answers short

and memorable

>>^ Staying focused on your messages

and speaking about what you know

>>^ Keeping your voice natural and lively

>>^ Anticipating the obvious questions

as well as the toughest

>> Correcting any inaccurate

assumptions posed within questions

>>^ Assuming the reporter will^

explain your points for you

>> Hoping the reporter asks

the right questions

>>^ Giving detailed responses and

letting the reporter select the

relevant parts

>>^ Guessing at a correct response^

or the views of others

>>^ Speaking in a monotone

>>^ Winging your way through^

and hoping for an easy ride

>> Letting inaccuracies stand

Being prepared

Do’s Don’ts

US_362-363_Talking_reporters.indd 363 30/05/16 3:06 pm