Speaking to media.
WHAT TO ESTABLISH BEFORE AGREEING
The publication and its audience The subject
The format: written, recorded, live
When it will appear Who else is contributing
WHY WHO ELSE MATTERS
Being one voice in a critical piece is different from a profile.
WHAT TO PREPARE
Two or three points you want to make Evidence supporting them Answers to the difficult questions
WHY THE DIFFICULT QUESTIONS SPECIFICALLY
They will be asked, and unprepared answers are what get quoted.
WHAT TO IDENTIFY
The worst question you could be asked.
WHAT TO DO
Prepare an honest answer to it.
WHAT TO AVOID IN INTERVIEWS
Speculating Commenting on matters outside your knowledge Criticising competitors Discussing anything confidential Saying anything you would not want printed
WHY THAT LAST POINT
Nothing said to a journalist is genuinely off the record unless expressly agreed, and even then it is a risk.
WHAT TO DO IF YOU DO NOT KNOW
Say so, and offer to find out.
WHY
It is far better than guessing.
WHAT TO DO IF A QUESTION IS BASED ON A WRONG PREMISE
Correct the premise before answering.
WHAT TO DO ABOUT SILENCE
Let it sit.
WHY
Silence is a technique, and people fill it with things they did not intend to say.
WHAT TO KEEP DOING
Returning to your points.
WHAT TO PROVIDE AFTERWARDS
Anything you promised, promptly.
