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.