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Keep control do not be intimidated

Start the New Year with a resolution to handle the media better! Media Friendly are offering our top ten tips to having a better year with the media. We want to help you overcome all obstacles and achieve even better media coverage this year.

Believe it or not, the media can be your friend, especially if you are trying to promote a new partnership project or community based initiative which involves reaching local people.

But we all know that a phone call from your local paper usually means that they have heard about the latest "crisis" or "scandal" which they want you to answer to.

Remember that what annoys the media most is if you ignore them, or fail to return their calls. They will almost certainly write their story anyway and you will come out looking worse if they write that they tried to contact you, but you were too busy to respond.

Or worse still, if they quote the other, aggrieved party at length, completely unchallenged, even if this contains half-truths or even downright lies – because they gave you an opportunity to respond and you failed to do so.

This causes even more damage. So what do you do if they call?

MEDIA FRIENDLY'S TOP TEN NEW YEAR TIPS

1. Buy time so you do not give snap answers

Always try and buy some time, by taking the call, hearing their enquiry, asking them who they are, where they are from, what do they want to know, what is their deadline and who they have already spoken to? (The last question gives you a good indication of what line they are going to take.)

2. Always respond within their deadline

Tell them you will definitely get back to them as quickly as you can, well in advance of their deadline (which is usually later that day).

3. Take time to have your facts ready

If you know about the issue I would still advise you to buy some time. Avoid doing the interview straight away cold. Write down three things you want to say and back this up with a couple of key facts which show you in a good light (eg you were rated Excellent by the Audit Commission recently, or you are in the top 10% of the UK according to league tables). Obstacles

4. Focus on your three key points, avoid digression

Phone them back and try and answer their questions by using these three key messages which you have prepared in advance. Try not to digress too much and finish the interview when you have exhausted your material.

5. You can speak without violating legal restrictions (sub judice etc)

If you feel you cannot say anything at all on a specific subject because of legal reasons, sub judice, confidentiality or something similar, remember that you can still speak to the media. Explain that you can't talk about this specific case for legal reasons, but you can talk about the subject in general terms eg adoption and your approach to handling adoption cases.

6. At worst you can send a short statement via fax or email

Remember that the local paper usually only needs two or three lines from you and at worst you can send them a written statement via email. But as you get more confident try and speak to them directly. The local radio station will only require three minutes if you are live or one or two 20 second sound bytes if you are pre- recorded. So your three key messages should hold you in good stead.

7. Stick to your plan, don't be forced anything

Above all, remember to stick to your plan (your three key messages) and if you are being taken into murky waters, simply say, "You are asking me lots of very difficult questions and I am doing my best to answer. But on this occasion what all we can say on the matter is…"

8. Avoid direct/simplified answers

Always avoid direct answers to questions like, "Are you failing?" Because if you say "No" – the headline in the paper could be, "XXXXX County Council denies failure in adoption row". Instead, think about your key messages and say, – I repeat, we have followed our procedures and guidelines to the best of our ability. We always have the best interests of our clients at heart and I am confident our actions on this occasion reflects this.

9. If you don't know the answer, find out and call them back

If you don't know the answer to a question, simply say, "Please can I get back to you." Find out what you need to know and call them back.

10. Keep it short and stop when you have finished

Keep it short. Remember that you can end the interview at any time and don't feel the need to fill the gap and ramble if the interviewer pauses. This is when you lose control. Remember we can help you through this with tailor made, one-day training courses.