Prepare yourself well if you've been contacted for a media interview so that you can stay in control of the situation. Try to follow these guidelines:

1.Know the Reporter's Agenda - ask what the focus and scope of the interview will be.

2.Key Points ñ prepare three key points to get across the salient points of your message. For TV in particular, itís useful to have ìsoundbitesî prepared.

3.Anticipate Questions - think up some questions you may be asked with a colleague and practice giving clear answers.

4.Be Concise - keep your answers short and to the point. This is especially important for
television and radio. But at the same time don't simply say yes or no.

5.Don't Use Jargon - use words that most people would understand and talk as if you are having a normal conversation. If you must use unusual terms, explain them. Donít use acronyms but give the full name.

6.Use Facts and Specifics ñ select two important facts or statistics to help back up your point.

7.Entertain - give an interesting or entertaining example to illustrate a point.

8.Don't Sound Like a Commercial - hard sell statements or blatant PR will get edited out of the story.

9.Repeat Your Main Point(s) - you can say them different ways to make sure they get across (unless itís a live interview).

10.Only Say What You Want to See in Print or Hear on the Air - just because the microphone or tape recorder is off, doesn't mean the reporter won't repeat something you have said. Don't offer off-the-record information or it may back-fire.

11.Never Say "No Comment" - you will look as you have something to hide. Instead say, "I cannot provide, or release, that information at this time." Briefly explain why. Or, if you don't know the answer, simply say so.

12.Be Honest - always be truthful in order to be credible. If you don't know the answer to
a question, say so.

13.Be Positive - negative statements tend to reflect poorly on you. Emphasise your strong
points.

14.Be Cooperative and Courteous - strive to develop a positive relationship with the reporter so he/she will want to interview you again. Plus, if you are pleasant and fun to interview, the resulting publicity is more likely to be positive. End the interview by saying thank you.

How to Manage Bad News

Bad news can happen to anyone, but the key is how you respond to it and how to minimise the damage ñyou need to respond quickly and responsibly.

Respond Within 24 Hours
It makes you look guilty if you take longer. Plus, the negative publicity is more likely to penetrate public opinion. If possible, hold a news conference. Or else fax news releases and call reporters.

Show You Are Solving the Problem
Make it clear you are taking steps to improve or rectify the situation.

Demonstrate Leadership
The leader or other top person in your organisation should be the one to address reporters. Words coming from the leader will be more credible than those of a 'spokespersoní.

Be Accessible to the News Media
Make phone calls from the media your top priority. You may appear like you have something to hide if the media can't reach you.

Be Honest
If you lie you are likely be caught out and your crisis will worsen.

Show Concern
Demonstrating you care about the people affected by the situation will help you win the public's understanding.

How to Handle Hostile Reporters

If they keep trying to get you to answer a question you don't want to: say you're "not in a position to answer that" and explain why.

If you don't agree with how a question is being asked, politely say so.

If they repeat questions: Repeat your answers.

Above, have a friendly and relaxed manner.