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When a reporter calls

1. Anticipate. Before the phone even rings, anticipate media interest. For example, anticipate a media call if you take part as a guest speaker at an event the media may attend.
2. Prepare. Remember, you own the success of the interview. Make it a habit to write brief speaking points that answer the 5w's and why your recent action/initiative/product/position matters to the public, customers, stakeholders or investors.
3. Be cordial, professional and accessible. With the right preparation and a positive approach, media interest helps you to achieve organizational goals.
4. Ask key questions at the beginning of the call. Ask and record the reporter's name, outlet, and phone number. Clarify the purpose of their call. What is the 'context' of the call? When is their deadline for a response? Who else are they speaking to on the topic or issue?
5. Be truthful. Don't let dishonesty destroy your reputation and brand. It is OK to admit you don't have all the answers.
6. Be prompt. If you have to get back to a reporter with information, commit to a deadline that is mutually acceptable, and meet it. Reporters live and die on deadlines and information.
7. Be helpful. Sometimes reporters call looking for information that is not in your domain. If you know a credible source, build goodwill, pass it on. Check with your source first to confirm they wish to take a media call on the issue, and then get back to the reporter with the contact.
8. Be brief. Answer each question in clear, short, and jargon-free sentences.
9. Say what you want to see. Think before you speak! Don't say anything that you don't want to read, or hear on the news.
10. Think in pictures. Over 70 per cent of people get their news from images they see on the TV, the Internet and their local paper. Try to arrange a TV interview, or a newspaper photo to accompany the story, in a setting that communicates your news.