Page 52 AUGUST 2018 | RETAILERS FORUM MAGAZINE
3. Get to know the reporter,
the publication, & the topic.
• Review a recent issue of the publication
before the interview.
• Try to determine how familiar
the reporter is with the topic.
• Ask the writer the objective
of the story before you start.
• Use the fax machine to provide
follow-up information, especially for
potentially confusing information.
4. Talk to the reader. Avoid technical jargon
but don't be afraid to be educational.
• Use examples that create word pictures to
make points easy to understand.
5. Keep your promises.
• Get follow-up information to reporters
before the deadline.
• If you are going to follow up with visuals,
ask the reporter the preferred format.
6. Don't just give answers,
give good answers.
• Don't jump to respond.
• If you can't back up a fact, don't use it.
7. Use "journalism etiquette."
• Never say "thank you."
A good reporter who produces a
balanced story is doing his or her job.
• However, it is appropriate to acknowledge
a "job well done" and to send
a note to that effect.
• You can ask the reporter to restate
what you have said. Don't demand.
• Don't ask for an advance copy of the article.
• If you want to take a reporter to lunch or to
underwrite the reporter's transportation, be
sensitive to company policy.
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