| 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 |
One highlight of our Client Media Training Guide is the list of interview tips below. We review these and many other tips in detail with clients as part of our custom spokesperson training sessions. This list illustrates the importance of investing the time and expense in proper preparation. It can make the difference between news coverage that works for or against a company to varying degrees.