Never use the phrase ‘no comment’, it sounds suspicious. Find another way to explain that you can’t answer the question.
Prepare your key messages. Know what you want to say and get it across.
Use examples. They’re great for proving and explaining your point.
Avoid jargon. If we can’t understand you, your message is lost.
Find out the questions they want to ask, but expect surprises!
Be passionate, but stay calm.
Don’t wander into other issues that aren’t your responsibility.
Don’t be afraid to say you don’t know – move it onto something you do.
Beware ‘off the record’ – don’t say things you don’t want in print or on air.
Make it interesting! Have an angle and you’ll keep the reporter happy.
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