• Prepare key messages in clear, concise statements. They make good soundbites for radio and TV and usually are the first information a reporter will note.

• Return to key points as often as possible.

• Be on time.

• Take charge of your nerves. Being nervous is normal, but don't let your body language send messages of fear or doubt.

• Use visuals if possible or necessary.

• Minimize distractions. Turn off your beeper and cell phone or give them to someone else.

• Look at the reporter. If the reporter is present, do not look at the camera. Look up because it appears to be thoughtful. Looking down makes you seem uncooperative, while looking from side to side makes you look shifty.

• Do not chew gum.

• Frame answers in a positive way.

• Avoid jargon, industry language and acronyms. Reporters are communicating the information you give them to the general public. It is important to speak in terms everyone can understand.

• Use discretion. If you don't want to see it, hear it or read it, don't say it.

• Rephrase when necessary. Restate questions containing leading, speculative or incorrect information before you answer. However, do not deny the original question.

• Be prepared for anything. Anticipate and prepare for questions but know that the unexpected will happen.

• Tell the truth. But don't feel compelled to provide information that has not been requested.

• Never say "no comment." Reporters see that as a dead giveaway that you are hiding something. If there is something you are not at liberty to discuss, just say so.

• Be in control of the interview. Be direct, positive and pleasant in every interview. If a question contains false or misleading information, politely rephrase it and then give an answer.

• Know that you have rights. Don't be afraid to object if an interview turns in an unnecessary direction.

ALWAYS

• Answer questions directly and briefly.
• Return phone calls quickly.
• Be quick, accurate and helpful, even when the news is bad.
• Be clear about what you are doing to respond to bad news.
• Remain accessible to reporters.
• Give exclusive interviews to discuss feature information - but never for hard news.
• Provide fact sheets with adequate background information.
• Give names and numbers of contacts.
• Cultivate relationships.

NEVER

• Never say "no comment."
• Never mislead or lie.
• Never assume the reporter is an expert.
• Never try to fake it.
• Never argue with reporters.
• Never play favorites with competing reporters.
• Never make off-the-record comments.