10) | Never say "no comment," deflect unwanted questions in other ways |
9) | There is no such thing as speaking "off the record" |
8) | Be confident, poised, sincere and always honest |
7) | Never repeat negative phrases used by the reporter, stay neutral or positive |
6) | Answer first with the "sound bite," then with more background |
5) | Keep points simple and brief (avoid technical jargon) |
4) | Once a question is answered, stop talking (only volunteer prepared quotes) |
3) | Do not express opinion without citing fact |
2) | Repeat message points whenever appropriately possible |
1) | Devote the time and expense to proper preparation |