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Media Golden Rules for Spokespeople
N.B. All spokespeople must be briefed by designated media advisor before undertaking
approved media communications
Be Prepared
Ensure someone is available 24 hours a day, 7 days a week
Never speak to the media without having gathered yourself
Establish the type of issues they want answered ahead of time so you can prepare suitably
Speak with as much preparation completed as possible
Prepare the key points you want to say as bullet points, and if the first question does not give you
the opportunity to give that message, start with "before I answer that question, may I say …"
Remember
Facts are key - assume nothing
Avoid "no comment" responses - it suggests the worst
Deception is not an option
Doubts destroy confidence and fuel conjecture about dishonesty. Where appropriate a firm denial
should be made.
Someone else will be telling the story without correct information and their version sets the mood
People will feel privileged if told early enough and are trusted with the facts; they will feel
disillusioned if they 'discover' the truth; they will become disaffected if their story differs from yours
Answer everything
Manage the control and flow of information
Media priorities are people, environment, property and money - in that order
Show
Concern - you care about what has happened
Commitment - to find out what happened and put it right
Control - of the situation at the most senior level
DO
Be positive and truthful
If you do know - tell them
If you don't know - tell them you don't know, but you are finding out - say what you're doing
Admit obvious errors, and apologise if it is appropriate to do so
Remember - you want the answers more than anyone else
DON'T
Admit liability - refer to the need for the matter to be fully investigated
Speculate - instead defer to the enquiry to follow
Give graphic descriptions
Refuse to answer a question, or say 'no comment'
Blame another organisation or individual
Repeat negative or inflammatory words used by a reporter
Interact or interfere with reports on 'new media' (e.g. Twitter, Facebook, etc.)