Tradecraft > Speaking to the Press
Richard Boucher
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70% Looks, 20% Sound, 10% Content
Comb your hair
Talk Slowly
Watch yourself with the sound off
Don’t mumble; speak on a good connection
Free your hands, lift your chin, look at the camera, lean forward
Think with your mouth shut
Stop saying… Uh, well, So, OK
Pause and think
Silence (in small doses) makes you look thoughtful
Finish sentences with your mouth closed
Know who you are (The Simba Rule)
Only say what you know you know
Do your homework, study, rehearse
Know your main points and make sure you make them
Practice a sound-bite—9 seconds (about a Tweet)
If an answer is more than 40 seconds, it better be good
Anticipate questions, you can probably figure out 70%
They will write the story
Tell a story, not just facts; use examples: What happened, Why, How, What does it mean?
Do you want to be in the story or not?
Can you help the reporter get it right? Even if you don’t have a point of view, don’t end up fixing errors tomorrow
Treat their questions with respect, they get the last word
Make the rules clear
On camera, on-the-record, background, off-the-record
Live? Taped? In its entirety? Right to approve quotes?
You state the rules: “We’re on background here, right?”
The more up front you are, the more credible you are
Talk to your mother
Small words, big thoughts
If your mom understands, others will too
If you can’t convince her, you won’t convince anyone
She’ll be excited to see you on TV
Always tell the truth
Everything can be searched and checked—forever
You don’t have to tell all the truth, but everything you say must be true and not designed to mislead
Admit mistakes; make the story about how you are fixing the problem, not about the problem
Talk to the crisis
First reports are always wrong! Don’t forget this! Ever!
Keep cool, your first job is to build confidence
Use action verbs: “We’re investigating.” “We’re contacting.” “We’re examining.” “We’re preparing.” “We’re searching.”
NOT: “We’re waiting for more information.”
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