1. Simply put, it is Dealing with the Public. The Public are
Press, Individuals, and Other Public Venues THE GOALs of Good PR is
to: 1. Get the public to agree with your point 2. Dont Make things
worse for yourself. Bad press is bad. (contrary to other opinion)
1. Get the press to write a story that interests their
readers.
2. Everyone wants the scoop! The Public wants information i.e.
the elevator pitch of whats new. The Press want to trip you up and
get more than you intend. Ultimately, the public and press want an
angle. Some press want to discover the angle Other press want to be
handed the angle
3. 1. They will ask you a question you KNOW you shouldnt
answer. 2. They will act like your friend. 3. They will act like a
SKEPTIC. 4. They will ask a question you DONT KNOW. 5. They will
make a statement 1. which MIGHT be true.. and watch your reaction.
2. which is FALSE to get you defending. 6. ALL TACTICS are to get
you talking your job is TO STAY ON TOPIC!!!
4. 1. Prepare (a short list of topics) 2. No Comment... 1. Im
not able to answer that right now. 2. I can get back to you on
that. 3. That is confidential 3. Back on topic. 4. Ask a Question
5. Make it about their readers 6. Thats not what Im saying.
5. 1. Make a list of (max 3) High Level topics you want to
convey. 2. Make a list of topics you DONT want to get in to. 3.
Make a list of possible questions (make them tough) and prepare
responses. 4. Prepare a handout/leave-behind. 5. If possible read
something that the press has read!
6. It is far better to answer a tough question that you DONT
want or CANT answer with: NO COMMENT Slightly better than no
comment, but the same meaning: 1.Im not able to answer that right
now. 2.I can get back to you on that. 3.That is confidential
Sometimes, Press will be persistent Dont stress just laugh and say,
Im sorry.
7. Anytime the conversation strays to no comment land or
anywhere that is NOT on topic. take the opportunity to: RE-ITERATE
the main topic(s)!!! Ask them if they have any questions about the
topic(s)
8. Do you have any questions about [topic]? Can you say that
back to me in your own words? What do you think your
readers/viewers would be interested in? Is there anything about
this [topic] that you think your readers would want to know more
about?
9. 1. Know their name use it. 2. Be friendly & open. (about
what you can be open about). 3. Laugh about the no comment but
stick to it. 4. Make them feel Special 5. Learn about their
readers, and help the Press find their angle *you should ask
questions about their readers and help as much as possible. 1. DO
NOT ARGUE OR DEBATE! Just laugh it off. Close with a summary of
Topics & Be thankful
10. When the press sound like a Skeptic: Focus on what their
readers might think/say (to keep it from getting personal) Try to
learn what key information might help their readers get over any
skepticism. Dont let it get to you try to keep it 3rd person. When
the press make Leading Statements (true or false). YOU MUST SAY
SOMETHING Silence can be taken as agreement. Say: T hats not what
Im saying./I didnt say that. or Let me put that in my own words.
(if this is part of the main TOPIC, that they have wrong).
11. No Comment 1. Im not able to answer that right now. 2. I
can get back to you on that. 3. Were not ready to talk about that
yet. Questions: Any questions about [topic]? What do you think your
readers/viewers would be interested in? Can you say that back to me
in your own words? What information might help your readers get
over any skepticism? T hats not what Im saying. /I didnt say
that.
12. During interviews and PR events, take the opportunity to
become an opinion/thought leader. Answer broad category questions
when you can. Use verbiage like in my opinion, or in my experience
Have an informed Opinion Know your own industry, and use facts you
know. Offer to email fact sources after interview.