"Your Savvy Guide for Dealing with Journalists" by Dr. Max Stamper, Copyright © 2006.

       Make the Story Newsworthy:

        o       It should be timely and up-to-date and follow quickly after related stories.

·                 o       Your story should be a part of a larger trend.

·                 o       Add human interest by having real people tell your story.

                  o       Add celebrities for sizzle.

·                 o       Venue is important -- the spokesperson should go to where the story is.

·                 o       Think visually -- make it visual for television.

·                 o       The story angle should be targeted to particular audiences.

·                 o       Tenacious pitching to cultivated media contacts is critical.

·                 o      Always answer media calls and requests right away.

·                 o      Track all media calls in writing.

·                 o      Cultivate the media -- be honest, forthright and friendly.

·                 o      Ask reporters about the stories they are writing, what are the angles, and who else is being interviewed.

·                 o      Ask the reporters about their deadlines.

·                 o      Always say the name of your organization -- twice.

·                 o      Find out about related stories that have recently been published.

·                 o      Always advance YOUR story.

·                 o      Memorize three or four key points.

·                 o    Anticipate a reporter's questions and formulate effective answers.

·                 o    Enhance the power of your answer with specificity.

·                 o    Have conviction and be confident.

·                 o    If you make a misstatement, re-state your answer correctly as you would have it recorded. 

·                 o     Continue to try to conduct regular briefings with the media.

·                 o    Formal press conferences are normally only used for breaking stories, major announcements, national news and celebrities.

·                 o    Your press kits and publications should speak with a consistent unified voice.

·                 o    Use photos in your press kits.

·                 o    You should be thoroughly briefed and prepared for any surprises.

·                 o    In a diplomatic way, take charge in the beginning; don't wait for anyone's permission to begin.

·                 o    Say your name and title and begin speaking.

·                 o    Move quickly through your key points.                  

                  o    EVERYTHING you say is on the record.

·                 o    If you do not want it in the story, do not say it.

·                 o    Give positive messages to any negative questions.

·                 o    Formulate thoughtful, but quick answers to difficult questions.

·                 o    Explain all abbreviations and avoid jargon.

·                 o   Do not speculate, joke or be sarcastic.

·                 o   The interview is "on" as soon and as long as a journalist is there.

·                 o   Use good quotes with active verbs, complete sentences and positive phrases.

·                 o   Clear, simple, spoken sentences are superior to well-written prose.

·                 o   Do not make your story too complex or overloaded.

·                 o   Do not assume that a complex story will be reported accurately.

·                 o   Introduce your key quotes with:

            "The most important aspect of..."

            "The key element of..."

      o    Do not accept hypothetical statements as questions -- make your own statement.

      o    Determine your own agenda.

      o    Use statistics but do not get mired in them.

      o    Immediately refute any untrue statements -- politely correct them in an informative way.    

      o    Do not lose your temper, become angry or try to debate with a journalist because your story might be weakened.

·                o    Do not fudge an answer -- "I don't know" can be an appropriate answer. 

                 o    Try to get in touch with the reporter with the answer by their deadline.

·                o    If a reporter should interrupt you at mid-sentence and you are not able to finish, do not acquiesce.  Do not fall into a question/answer/question/answer interrogation.

                 o    Try to be short and quotable and say something like, "As I was saying..."

·                o    If a reporter asks a rapid series of questions, select the question and answer that will strengthen your story.  Do not attempt to respond to all the questions. 

·                o    If a reporter should ever use hostile or negative language at you, deliver only your positive message and say something like, "We should not get off the important message here..."

·                o    Do not get angry and do not repeat the reporter's language.

"Your Savvy Guide for Dealing with Journalists," from: Power and Resonance: The Media and the Internet, by Dr. Max Stamper, Publisher of MaximsNews Network.  Copyright © 2006 by Dr. Max Stamper, All rights reserved. Forthcoming, 2006.