Press Briefing and Interview Mantras Part II

Beware of the informal after-interview chat

The interview is only over once the journalist has left. If you invite a reporter to "stay on" for an informal lunch or a drink after the interview, be careful when chatting "off-the-record" as you might reveal just what the journalist considers to be the "real story". Talking off the record should always be treated with caution but once you start to build relationships with selected journalists, based on mutual need, then a mutual trust will develop. For example, if you are able to help journalists with an angle on another story, they will respect your anonymity as a source - it's in their interests to do so.

Don't take a hostile attitude

Try not to be hostile or lose your cool under awkward questioning. The journalist is just trying to do his job and almost certainly isn't trying to upset you. If he sees that you're rattled he might think you're covering something up and the interview is bound to deteriorate. If you really don't want to comment on a specific subject, say honestly that you do not wish to comment. Don't waffle and create a smoke-screen. If you feel the journalist is being abusive, complain - politely - to his or her editor.

Maintain regular contact with the press

It's probably in your own interest to foster some key relationships with the media as it can have a two-way benefit, but don't overdo it. No journalist wants to be continually pestered with offers of lunch if there's nothing to say. Choose your contacts carefully and nurture them. Only feed your contacts with newsworthy material and don't lead them up the garden path. And if you are known to be too close to one journalist, others may become unwilling to give coverage or air time when your story merits it.

Take care with embargoes

Many journalists like to see material "under embargo" as it gives them extra time to digest it and follow it up. Use the system to your advantage by briefing journalists in advance of publication, but emphasise strongly the embargo. Embargoes are occasionally broken, but editors generally honour them. And remember that some journalists don't like embargoes at all: they are not happy to sit back and let the "competition" run the story first: sometimes they will have obtained details from another source and regard the embargo as a muzzle. Embargoes should be used for the benefit of the journalist, and not the client.

News conferences

Timing is of the utmost importance. Not only the time of day in view of the media being targeted, say evening or morning papers, but also for future planning. It can be beneficial to get an early entry in news editors' diaries, remembering that most editors hold weekly edit meetings looking at the week ahead as well as the routine daily events. Finally, before you call a news conference, ask yourself whether the story really merits it. You may be better off faxing or writing the story direct to news editors.