Professional Training: Murphy's Laws for the Media

You've heard about Murphy's Law - when things can go wrong, they will. Now see the new Murphy's Laws from Francie Murphy, president of Francie Murphy Associates, who has spent more than 25 years working with the media as a journalist and public relations consultant. Learn from these tips about how to make sure nothing "goes wrong" in your next news interview so you'll get the most benefit from speaking to the media.

1. You are never off the record.

Anything you say to a reporter may show up in the final story. Choose your words carefully. You can ask that comments not be attributed to you, but use caution whenever you do a "background" interview.

2. Prepare!

Anticipate possible questions and prepare the answers. Develop beforehand the key messages you want to communicate and stick to them during the interview.

3. Less is more.

TV and radio reporters always appreciate concise statements or sound bites. The proliferation of news on the Internet makes brevity even more essential. Reporters have less space to fill and less time to file a story. Be succinct!

4. Stay away from jargon.

Avoid confusing journalists with your industry's jargon. The more clearly you communicate, the better the chance your comments will make the final story.

5. Always try to answer the question.

It's okay to say you can't address an issue for proprietary or legal reasons; avoid the phrase "no comment."

6. Don't lie.

Answer questions truthfully. Distorting the facts will backfire.

7. Stay composed.

Don't get in an argument if a line of questioning annoys you. The resulting outburst could become the focus of the story.

8. You're the expert.

Reporters are looking to you for information. Remain confident of your expertise and you're less likely to be intimidated by tough questions.

9. Don't let anyone put words in your mouth.

It's okay to restate a question so the reporter's words don't become your quote.

10. Do your homework.

Before the interview, look into other stories generated by the reporter. Get to know the journalists who cover your industry.

11. Feedback is a good thing.

Reporters welcome your response to their stories - especially when favorable. Request a correction only when necessary.