Media Dos and Don'ts from Spot on Content & PR

News spreads more quickly than ever.

If you’re interviewed by a reporter, you need to be even more careful about what you say.

You also need to be articulate and look the part and have a point of view.

Need help getting there? Media training is important.

Get in touch with Spot On Content & PR director Nicki Bourlioufas on 0411 786 933 or nicki@spotoncpr.com if you need help.

I’ve worked as a reporter for some of the world’s most prestigious media publications, including Dow Jones/The Wall Street Journal, The AFR, The Sydney Morning Herald and The Australian.

Here’s a short guide that can help you interact better with the media.

Media Do's

??????? Be prepared - do your homework. Ask for questions beforehand. Some reporters will oblige

??????? Know your key messages.

???????Have a point of view, beyond your organisation's rhetoric. Messages are important but those alone do not make for a good media interview.

??????? Provide current data or statistics where possible to tell a story – numbers paint a better picture than words.

???????Be forward-looking – Reporters typically want to know what's around the corner, especially in financial news reporting.

? Keep your answers concise. Reporters will ask if they want more information.

??????? Be friendly during interviews – journalists are far likely to come back for more quotes or interviews in future if they like you.

??????? Don’t be afraid to ask the journalist to repeat or reframe a question if you don’t understand it.

???????Don’t hesitate to repeat your key points – the journalist may have missed them.

Media Don'ts

??????? Don’t talk too much - Journalists switch off if you are talking too long or providing too much information.

??????? Keep messages clear and simple; avoid complex scenarios or technical language.

??????? Don’t keep trying to sell your product or service in every answer. Come across as a thought leader or expert on your industry, not a salesperson.

??????? Don’t mention the competition unless asked about a competitor. If asked, don’t sledge the competition it only reflects badly on you and could encourage a media feud or suit for defamation.

??????? Avoid saying ‘no comment’ - those words alone can arouse suspicion in reporters. Use a bridging technique to repeat your key messages.

???????Don't be late. Reporters' time is very valuable as they are often on very tight deadlines.

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