Never Say "No Comment"
"No comment" is interpreted as you have something to hide. If necessary, explain why you cannot answer a journalist's question.
Never Go "Off the Record"
You may be compelled to reveal so called "off the record" comments during depositions or litigation. If you say something, expect to see it reported.
Never Speculate
Journalists have little tolerance for incorrect information. If you don't know what caused an accident or problem, explain the process you will use to find out.
Anticipate Likely Questions
Public relations professionals can help you anticipate likely questions from the media and prepare suitable answers.
Take the Time to Rehearse
The President of the United States prepares for an interview. So should you.
Utilize Technology to Get Your Message Out
Video news conferences, satellite technology, the Internet, business wire services and other technologies are available to help get your message out quickly and economically.
Have a Public Relations Policy
Identify one spokesperson for the news media and make sure everyone in your organization knows how to refer calls to that individual or department.
Answer All Media Inquiries Quickly
You can often avoid negative or inaccurate stories by responding quickly to media inquiries with the facts.