- If you don't have a media relations policy, draft one.
- If you don't want it printed or broadcast don't say it.
- Say it in 30 seconds.
- Record all sensitive media interviews.
- Maintain a good balance in your media relations account.
- Release bad news after the 6 p.m. TV news broadcast on friday.
- in charge, and organized.
- wary of still photographers.
- alert for the "waiting tactic".
- aware of newspaper deadlines.
- prepared for a media blitz.
- be 100 percent right in a confrontation with the media.
- convey the impression to reporters that you are trying to help them.
- get your story out first.
- change the ground rules in the middle of the game.
- say "no comment".
- wear dark glasses during an interview.
- give reporters your personal opinion.
- voluntarily submit to an interview with 60 Minutes or 20/20.
- give or expect favoritism.
- attempt to talk "off the record".
- make off hand remarks in front of reporters.
- hide behind technical jargon.
- disappear when unfavorable news breaks.
- stonewall. When you can't disclose information, say so and explain why.
- try to fool the press.
- try to be a news personality.
- tolerate any openly belligerent or abusive behavior.
- make "wise crack" statements.
- be misled by "off the record".
- let the media take over your administration.
- assume the interview is over until the TV crew drives away.
- fight with people who have ink delivered by the tank car.
- mess-up on a slow news day.
- being openly hostile toward the media.
- the appearance of "cover-up."
- I am safe from big city reporters.
- The out-of-state media will treat you just like the local media.
- I can respond to the media in my own good time and in my own way.
- I can wing it.
- I can retreat into the sanctuary of silence.
- Deadlines sometimes assume more importance than the need to gather "complete" information.
- Take care of the local media first.
- You don't have to respond immediately to a telephone call from a reporter.
- Under pressure, the mouth speaks when the mind is disengaged.
Continues next week
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