'The Media Is the Enemy,' and Other Dangerous Notions to Disavow

This article is about changing a spokesperson’s way of thinking about the media. The article covers different approaches and tactics that can be used to create credibility. Judy Erkanat teaches spokespeople how to establish rapport during the first minutes of the interview. She reminds spokespeople to speak on behalf of the compnay/organization and not from personal opinion. Judy Erkanat says thinking like a billboard helps spokespeople keep in mind the headline they would like to see.

Here are a few DONT'S:
repeate negatives
nod "yes" or saying "uh-huh" to indicate you understand the question
say "no comment" or speak from personal opinion
lose your temper or mention previous negative coverage
ask which parts of the interview will be used
ask if you can see the article before it goes to print

http://www.prnewsonline.com/prinsiders/The-Media-Is-the-Enemy-and-Other-Dangerous-Notions-to-Disavow_14125.html