Page 158 - Crisis Communication Practical PR Strategies

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There is No Substitute for Media Training 139
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Start at the beginning, not with the conclusion; lead the lis-
tener.
Don’t lie or mislead – ever.
You don’t have to include everything; just keep to the ques-
tion and on message.
Avoid jargon and industry-specific terms or acronyms unless
you define them clearly.
Numbers can help give you credibility, but use only a few
and keep them rounded for simplicity.
Being media friendly
If journalists are making notes do not speak too fast, and
repeat key words or phrases.
If a journalist offends you, tell the person so politely, but do
not lose your temper. (That could become the story.)
You can repeat a question that is asked of you, to ensure that
you are answering what the journalist asks.
The end
It is your option when to end the interview. (Don’t forget to
do that when you’re practising in media training, as well.)

Classic responses

Here are some classic responses to awkward questions:

I’m very glad you asked me that…
That’s a very important question, but even more important is…
Before I answer that question, I think I should say that…
That’s a very good question, and I will answer it in a minute, but
before I do…
I think what you meant by that question is…
I don’t have the exact details, but what I can say is…

Don’t be afraid to contradict or correct:

You might say that, but my experience is…
No, that is not true. The truth is…
I think you are wrong. In my view…
Please let me finish…