Media Do’s & Don’ts

1. Cooperate fully with journalist / correspondent at the media interaction

2. Stay away from telephones. Switch off mobiles. Stay focused on the journalist in front of you.
Remember, the journalist might not reciprocate the etiquette

3. Bear in mind the cultural contexts….be polite and courteous. Do not indulge in regionalisms or
community specific chit-chat.

4. Being polite and courteous does not mean stooping down. Talk on a level playing field and be
affirmative.

5. When in a group of journalists do not express familiarity with any particular journalist or extend
a personal conversation on your own.

6. Remember, as a spokesperson, you represent your organization to the media. Interact with the
requisite amount of knowledge and confidence that is invested in you by your organization.

7. Deliver your key messages to the recipient first even if it’s only one or insignificant. It may be
obvious to you, but may not be known with the same degree of accuracy or clarity to the
journalist.

8. Talk about the benefits not the detail.

9. Use analogies where possible.

10. Do not be afraid to be newsworthy but always be backed up by facts.

11. Be prepared for potential problems and pitfalls – how to avoid them and how to address
them, should they arise

12. The journalists meet you to hear your views as outlined in the invitation / meeting request,
So stick to the brief. Relationship building only follows later.

13. Use an honest approach – journalists prefer this approach and positively loathe hype
14. Provide information that is factual and accurate to the best of your knowledge, its going to
appear in a Newspaper or TV and will be read / seen by millions across the world and over
internet including your customers/ vendors/ bankers/ competitors as well.

15. Do not speculate or pass off information, which is your opinion, as a fact. Your opinion should
be voiced only if your opinion is sought.

16. Avoid commenting on your competitors, respect their businesses / profession as well.

17. Do not get drawn into voicing an opinion on politics or any government policies, unless the
agenda of the interaction requires so.
18. Avoid passing moral judgment (or any judgment for that matter) on happenings in the business /
operational environment.

19. Do not drive personal agendas-remember the cause comes first.

20. Drive the interaction subtlety in the direction you want rather than let the journalist lead with
his / her questions.

21. Do not give a sales pitch – aim to be a ‘statesman’ rather than a ‘salesman’

22. There is no such thing as “let me share with you in confidence /please don’t write / this is off the
record”. Such information sharing should be completely avoided. More often than not, a
journalist is unable to resist the temptation and ends up misusing the same.

23. Refrain from mentioning the name of any publication / media house / journalist in particular
during your interaction. Remember, inspite of stiff competition, media on the whole is a
fraternity.

24. Once you share the information, do not stress the journalist to reveal details about the
publication / telecast time.

25. Treat the journalist as a human being. He/She has the same personal / professional compulsions
and dilemmas as you have.

26. Always store the journalist’s phone number and always revert to calls ASAP.

27. Nevertheless, it is alright to say ‘No Comments’ for contentious issues.

28. Always oblige, never bribe. Its good to do favours to build a stronger relationships.

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