Things Not to Say to a Reporter
05.26.2011 1. "I don't know why you're covering this. It's not a story." (Oh really? The whole reverse psychology tactic? You're so ninja. Not. Yes, I still say "Not.")
2. "Isn't this old news?" (Nope.)
3. "Why do you think this is a story?" (Do you want the dissertation or my CliffsNotes version? Again, since I already explained the story to you and why you're relevant to it, it's very annoying if you proceed to quiz me on why I want a comment from you.)
4. "I'm not going to talk to you about this but I will talk about..." (and then go off on a tangent to try to divert our attention.)
5. "You don't want to put me on camera." (Yes dude, I want to PUT YOU ON CAMERA. That's why I'm on the phone with you. I didn't call because I knew who you were in your little dark office before this story broke.)
6. "Well, it's really more complicated than what you're saying." (No doubt, but here we are, and I have 120 seconds to explain it, with or without your help, so please, ENLIGHTEN me.)
7. "It's not a problem, not the way I see it." (Commence: shady explanation.)
8. "Here's the REAL story." (Oh, so now you're insulting us too! So charming.)
9. "Must be a slow news day, huh?" (Mentally, my eyes are rolling into the back of my head, but I smile politely and carry on. It's very British of me.)
10. "Let me get back to you." (Unless you actually will, in which case, I am eternally grateful.)
11. "I can't get you a comment on that. No one in our office can." (What you really mean is, "I won't talk. And I won't let you talk to anyone else.")
12. "No comment." (Saying "No comment" just makes you look hinky, even in the rare occasions when you're not.)
If you say these things, it means you are trying to divert our attention from covering a story or that you think you're going to be able to manipulate us, or that you think your uppity standoffish winning personality is going to convince us we are in fact, sadly mistaken, and we should just wait for a pat on the head and permission to go home and watch cartoons while drinking our milk. Not. Acceptable.
You just make yourself more suspect. And annoying us makes for a less favorable result in the story because we don't write as nicely when we're annoyed. Just think of all the people who leave you feeling annoyed. Then think about writing a story that involves them. It's human nature. Annoying people beget stories that don't reflect well on them. It's a scientific fact. Just Wikipedia it.
Reader Comments (9)
Well said Vicky!
I have "no comment" but wanted to say hi :) does that still count as things not to say?
What newspaper do you work for?
These are not the droids you are looking for...
i learned this the hard way when i decided to say no comment to questions about my brother posed by a reporter and she made sure to come up with her own conclusions when she did the article. and next time when i was asked questions again- i refrained from the no comment and the next article was much better. but i will say- the use of the first no comment- was based on not wanting to participate in the media show my bro was creating then not being an ahole. but it backfired.
A follow up post is coming. This is not about starting a war with the people we talk with; it's an airing of thoughts and an invitation to improve what should be a symbiotic, not adversarial, relationship. And the fact that it's touched so many nerves--of agreement and disagreement--means it's a topic that can use some more discussion. I really appreciate the comments, here and on FB. And by all means, counterpoints are welcome. I love me a good debate.
Lt. Col. Ryan emailed this to me because my site was giving her trouble with posting her comment. I swear, I didn't make it up.
"Very well stated. As the lead PIO for the Steve Fossett search (Sept. 2007), interviews et al went on for more than a year, I can tell you that each one of these items is absolutely true. Any public spokesperson would do well to memorize them and live by them.
I applaud the reporters who get it right, and make it so much easier to do my job under the most difficult of circumstances - the entire world watching, more than 7,000 media inquiries.
If you are a public spokesperson and need training, I recommend the FEMA Institute Public Affairs Officer training courses. They're probably still free or at a nominal cost - unless Rep. Paul Ryan continues in his mis-guided attempt to 'shrink government'."
Lt Col Cynthia S. Ryan
Nicely done, Vicky.
May I quote you for my next media relations seminar?
Brent: Anything you see fit to share, by all means. I'd be humbled. Hope you are well and it is great to hear from you.