Guidelines for Media Relations

1. Talk from the viewpoint of the public's interest, not the organisation's. The soft drink bottler who launches a campaign to collect and recycle bottles can frankly admit that it does not want to irritate the public by having its product litter the landscape.

3. If you do not want some statement quoted, do not make it. Spokespersons should avoid talking "off the record," because such statements may well wind up published without the source.

4. State the most important fact at the beginning. The executive's format may first list the facts that led to the final conclusion, but such organization will fail when talking with the news media.

5. Do not argue with the reporter or lose your cool. Understand that the journalist seeks an interesting story and will use whatever techniques necessary to obtain it.

6. If a question contains offensive language or simply words you do not like, do not repeat them even to deny them. Reporters often use the gambit of putting words into the subject's mouth.

7. If the reporter asks a direct question, give an equally direct answer. Not giving one is a common error executives are prone to make.

8. If a spokesperson does not know the answer to a question, one should simply say, "I don't know, but I'll find out for you." With this, the spokesperson assumes the responsibility of following through.

9. Tell the truth, even if it hurts. In this era of skepticism and hostility, the most difficult task is often simply telling the truth.

10. Do not exaggerate the facts. Crying wolf makes it harder to be heard next time out.

These guidelines simply add up to the rule that profitable public relations require adherence to the " Five Fs": dealing with journalists in a manner that is fast, factual, frank, fair and friendly.2. Speak in personal terms whenever possible. When many people have worked on developing a new product or adopting a new policy, it becomes difficult for the executive to say "I."