You're always on the record, so be careful

What are the general industry tips for a professional PR service?

Dealing with the press can be a tricky business. Cast your mind back to the various political scandals of recent times, and somewhere at the heart of the scandal is often a simple mismanagement of the media.

Yet while media training, a must for the media savvy manager, is often seen as prohibitively expensive and the sole preserve of City Fat Cats, much of it relies upon little more that an application of common sense as the following do's and don'ts illustrate:

DO!

• Limit the number of people who deal with the press to a carefully selected group of named company spokespersons

• Ensure that anyone who has to deal with the press on a regular basis is fully media trained

• Check that all press material is approved by all relevant parties prior to publication

• Maintain the initiative when dealing with the press. It is always better to present than to be interviewed. It is perfectly acceptable to request a list of questions before any interview

• Be prepared for the unexpected

• Provide a press pack that contains a press release(s) and photos whenever possible

• Remember that if you can't answer the question, you should either refuse or direct the question to a person that can

• Remember that you are always on the record when dealing with the press

DON'T!

• Allow unauthorised persons to deal with the press

• Let the press dictate the content of the programme

• Expect to be provided with sight of copy prior to publication

• Believe that the press will always keep to the script

• Assume that the press have a photographic memory and are capable of recording all your messages accurately on paper

• Assume that you have to answer every question

• Rely on well worn phrases like "That's off the record" and "Don't quote me". They don't work!
  

If you want to discuss how PR can kick start your business, or even enhance an existing success story, please call The Marketing Office on (01926) 748008 or email nigel@marketingman.co.uk for specialist advice.

(Please bear in mind, these are general industry norms, which many organisations use and are not prescriptive - The Marketing Office are happy to iron out your own version)