The document provides tips for public relations professionals to effectively manage press interactions. The goals are to get the public to agree with your point of view and avoid making the situation worse. When speaking to press, they may try to trip you up or get more information than intended. It's important to stay on topic, be prepared with main topics and questions to avoid, and use deflection techniques like "no comment" to redirect back to your key messages. Overall, the tips are focused on maintaining control of the narrative during press interactions.

2.  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. Don’t 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.

3.  Everyone wants “the scoop!”
› The Public wants “information”… i.e. the
“elevator pitch” of what’s 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”

4. 1. They will ask you a question you KNOW
you shouldn’t answer.
2. They will act like your friend.
3. They will act like a SKEPTIC.
4. They will ask a question you DON’T
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!!!

5. 1. Prepare (a short list of topics)
2. No Comment...
1. I’m 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. “That’s not what I’m saying.”

6. 1. Make a list of (max 3) High Level topics you
want to convey.
2. Make a list of topics you DON’T 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!

7.  It is far better to answer a tough question
that you DON’T want or CAN’T answer
with:
› NO COMMENT
 Slightly better than “no comment”, but
the same meaning:
1.I’m 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…
› Don’t stress… just laugh and say, I’m sorry.

8.  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)”

9.  “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?”

10. 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

11.  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.
› Don’t 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 hat’s not what I’m saying.”/”I didn’t say that”.
 or – “Let me put that in my own words.” (if this is part of
the main TOPIC, that they have wrong).

12.  No Comment
1. I’m not able to answer that right now.
2. I can get back to you on that.
3. We’re 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 hat’s not what I’m saying. /I didn’t say that.

13.  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.