There are a a few golden rules when it comes to speaking to journalists. I’ve put together a list of simple “do’s” and “don’ts”. Here goes:
Don’t say “as I said before” or “as I was telling you earlier” or “as I explained to your producer” or make any reference to an earlier conversation.
Don’t overuse the journalist’s name.
Don’t refer to the subject as “it”. It can mean anything and later be taken out of context.
Don’t tell a lie.
Don’t make up an answer or guess.
Don’t over explain.
Don’t fill in the gaps or pauses. Make your point and the stop talking.
Don’t repeat a negative.
Don’t be frightened to show emotion.
Don’t speak off the record.
Do use language that’s descriptive and colourful.
Do use metaphors and analogies to explain your message.
Do repeat a key word or phrase to emphasise your point.