DEALING WITH THE MEDIA / 361Ground rules for media interaction
AN INTERVIEW IS A
BUSINESS TRANSACTION
Set yourself a goal for each interview, then
accomplish it as briefly and as memorably
as you possibly can. Know when to stop talking.EVERYTHING IS ON THE RECORD
Reporters will assume that you know this.
Anything you say can and will be quoted
or broadcast.BE CONCISE AND CONSISTENT
Understand your own message, and its context.
Be firm when communicating it to the reporter.AN INTERVIEW IS NOT A CHAT
WITH A FRIEND
Reporters are focused on getting a story.
They do not work for you and will report a
story whether it serves your interests or not.US_360-361_Dealing_with_media.indd 361 30/05/16 3:06 pm