These are my rules and you can’t have them. I developed them during my years as a U.S. Coast Guard Public Affairs Specialist/photojournalist and as a magazine editor.
- Never Lie to the media. If they are halfway competent or three-quarters lucky, they will catch you at it.
- If you don’t know the answer to a question then the correct answer is always, “I don’t know, but I’ll find out and get back to you.”
- Alway’s call the reporter back if you tell them you will. (They get pissed off if you don’t.)
- The media can be your friend. Or they can rip you to shreds if they are in the mood to. Don’t give them any excuse to nail you.
- Provide clear, concise, factual information. Don’t try and BS you’re way out of a question or situation.
- Never say anything you don’t won’t to see as a headline. There is NO SUCH THING AS OFF THE RECORD. The reporter you’re talking to may not identify you, but someone overhearing the comment could. This also means no joking around or making witty remarks.
- Understand that in a crisis, the lawyers will do everything they can to prevent you from doing your job. Their job is to prevent any information that can be used against the organization from getting out – especially the truth.
- Once you have identified your key points, stick to them. Know that the media will ask the same question 10 different ways in hope of getting conflicting answers.
- Remember your job is to provide information about your organization. It is not to represent any other party. Only speak to what your organization is doing or has done. Do not be a spokesperson for any other organization.
- Do not call a press conference unless you have new information you need to get out. Don’t call a press conference just to say “nothing has changed” – you will waste your time and the time of the media. If there isn’t a major development then send a press release out by phone, fax or email.
</ol style=”text-align: left”>Someone needs to pass this information on the the BRPD and to LSU. Especially rule #10.
