Media Tips for the PR Spokesperson

Do you plan to be interviewed for a news story? If so, here’s a tip: If you don’t want to see it in the story, don’t say it!

Once you agree to go on the record, anything you say is fair game. By honoring that unwritten rule of media etiquette, you’ll develop stronger relationships with reporters. You’ve shown you understand the ground rules and you respect their editorial integrity.

If you lay out a blooper, try using a phrase like this one: “Maybe a more accurate way to say that would be…” Then restate your answer. That lets the reporter know which comment you prefer. But remember, ultimately, it’s the reporter who gets to decide what goes in the final story.

Many spokespeople ask for an advance copy of the story. Most newsrooms run lean and deadlines are tight. So asking is an imposition that might take you off the A list. A reporter might also think you’re asking for editorial control. News outlets aren’t going to give that up. It could be awkward, so it’s better not to ask.

Instead, plan ahead so you’re clear what points you want to make during the interview. Stick to them. Leave out extraneous information that could dilute what you really want to say.

Keep in mind, a typical sound bite is less than nine second. It’s common for a TV news segment to run for less than a minute. And newspaper stories generally don’t exceed 400 words.

All of this boils down to one important point: If it doesn’t belong in the story, don’t let it come out of your mouth.

Keep this in mind and you’ll be a much more successful spokesperson.

Liz Vogel is Ideopia’s director of public relations.

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