What You Should and Shouldn't Say to a Reporter

Speaking with a reporter can be intimidating, no matter how small the publication or media outlet. Even if the reporter is doing a puff piece about you or your organization, you still might feel uneasy about the interview.

That's understandable, so here are a few media relations guidelines about what to say and what not to say.

1. Avoid saying "no comment." It looks like you've got something to hide. Rephrase it to something like, "that's not something we can really talk about right now because of legal concerns. I hope you understand." 
2. Avoid answering a slanted or negative question. You don't have to accept the reporter's premise or portrayal of the facts, especially when it comes to crisis communications. If you have taken the time to prepare for the interview, you will have plenty of positive things to say in response.
3. Do take every opportunity to get your point across. By having your key message points mapped out ahead of time, you can "bridge" to the information you want to convey.
4. Do offer to answer a question of your own. Rephrase the question by saying, "I think what you're really asking is..." and then proceed to state the question you want to answer.

The important thing to remember is that an interview is a two-way conversation. You maintain some control in the process, so be sure to take advantage of it.