If the reporter looks confused, explain it again in a different way. Formulate your responses for the public - your real audience. Don t let reporters put words in your mouth. Listen carefully before agreeing when a reporter says, So, in other words . . Take the time to correct false or misleading impressions, and use the opportunity to restate your original three points.
Nothing is truly off the record in today s world.
With breaking news stories, you may be called upon for comment by a number of media outlets. If you speak to one, you have an obligation to speak to all reporters who call on that topic. However, if a reporter calls you first and indicates he or she is working on an exclusive story, you have an obligation not to reveal that information to other media outlets. Tell the truth. If you don t know the answer, say so.