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Do's & don'ts

• Treat journalists like all your other professional relations. Do not stigmatize or patronize them.
  Never ever lie! If you promised to do so, always call back, even if you do not know the answers the journalist is looking for.
  Make sure you can be reached, especially after working hours.
• Not you, but the journalist determines what has news value.
  
• Before you agree to do an interview, have a preparatory conversation if the situation allows it.
  Possible questions you can ask are:
  * What is the exact subject?
  * What are your questions?
  * What is your first question?
  * For which programme (newspaper, magazine) is it?
  * What is the format?
  * If the interview is for the written press, can I read it before you publish it?
  * Am I the only one who will be interviewed?
  * How long will the interview last?
  * Is it 'live' or will it be edited?
• Write down the name of the journalist and the medium he or she represents.
• Have a product or company profile at the ready. Know what your central message will be. Prepare critical questions and answers.
• In the event of a crisis situation, know exactly what you are going to say beforehand and explain what you are doing to solve the matter or to keep things under control.
• If you do not know the answer, just say so. Never ever speculate.
• Be cautious with insinuating, speculative or hypothetical (what if…) questions. Make it clear that you cannot comment on events that did not take place. Stick to the facts.
  Use simple and clear words. Do not minimize, do not use euphemisms. Again, stick to the facts.
• Do not let yourself be led by the journalist's questions. Take the initiative. Know what you want to say and say it!
• Pay attention to the background. Do not choose a background that can make things look worse.
• In the event of a crisis situation, the following questions will (almost) always be asked:
  * What happened?
  * Are there any victims? How many? Who? (Never give any details if you do not know whether the relatives
  have been notified.)
  * Is the situation under control?
  * Is there still any risk to people or to the environment?
  * Whose fault is it?
  * Who is responsible?
  * What is the damage (expressed in financial terms)?
• Avoid disagreements in front of the camera about who is at fault or responsible. Explain that it is now your priority to keep the situation under control rather than to determine whose is at fault, although that question will certainly need to be answered at a later stage.
  Ensure that the facts and figures you provide are correct!
  Do not give your personal opinion. Do not comment on someone else's comments.
• Finally: stay calm and use your common sense!