Jerry Bromenshenk and others have commented on the devious behavior of
reporters. It reminds me of the posting by Tom Sanford in a beta edition
of his newsletter (May, 1999), as follows:
**********
Here is the beta edition of the May Newsletter. Again, comments are
solicited. Tom Sanford
Apis-Apicultural Information and Issues
Florida Extension Beekeeping Newsletter
Volume 17, Number 5, May 1999
The following should always be kept in mind when talking to reporters:
1. Individual Rights -- No one from the press has the right to violate
your individual rights.
2. Honesty -- Never mislead or lie to a reporter. If the situation is
under litigation, say this is so; if there is a question about profits,
dollars or proprietary information, you can defer/refuse answering based on
not informing competitors in the marketplace.
3. Buzz Words -- Never repeat an expression or inflammatory statement made
by a reporter. As an example, if you are asked to what do you attribute
this catastrophe, do not repeat the word "catastrophe." It then becomes
attributable to you and you alone; you will "own" it.
4. Hostility -- Never get angry; keep cool and remember the reporter
always has the last word.
5. Off the Record -- There is no such thing; if you don't want it
reported, don't say it.
6. Estimates -- Never make numerical estimates in time or dollars. Say
that the incident is under investigation and you will provide accurate
information when it becomes available.
7. Reporter Verification -- Ask for identification, the purpose of a
reporter's activities, media affiliation and telephone number.
8. Bridging -- Try to bridge the gap between a reporter's wish to be
negative and providing a positive statement about your activity.
9. Statistics -- If you are not aware of statistics provided by a
reporter, say so and ask for them in writing before commenting.
10. Deadlines -- All reporters are on deadlines, but you are not. Take all
the time necessary to avoid hasty comments. The fact that a microphone is
stuck in your face doesn't mean you have to say something. Dead air time is
not likely to appear on television.
********
Those rules, of course, hardly apply when writers breach professional
behavior to the extent given in the recent postings.
Adrian
Adrian M. Wenner (805) 963-8508 (home phone)
967 Garcia Road (805) 893-8062 (UCSB FAX)
Santa Barbara, CA 93106 [http://www.beesource.com/pov/wenner/index.htm]
********************************************************************
*
* "To have one's opinions prefabricated can be a source of great
* comfort and relief. It relieves one of the responsibility of
* choice."
* Murray Levin, 1971
*
********************************************************************
|