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Strategic Public Relations
What A Spokesperson Should Say
Introduction
Every opportunity to speak
to a journalist is an opportunity to further the message
of your organization, cause, issue, or campaign. The
snippets of conversation with you or your spokespeople
that reporters use in their stories are called sound
bites. A "sound bite" usually refers to a statement made
by spokespeople for radio and television, while a
“quote” is a statement used in newspapers or magazines.
Here we use “sound bite” to mean a statement for either
print or electronic media.)
When talking with a reporter, always tell the truth and
don't be afraid to say, "I don't know." It's better to
get back to the reporter with an honest answer than to
try and dodge the question. Never make a reporter wait
more than an hour before calling them back. Usually,
they are on deadline and are looking for a quick
response. This will help you to become an asset to the
reporter for future stories.
Prepare Sound Bites
The sound bite is that all-important statement that
reporters incorporate into their stories because it sums
up your message quickly and concisely (in a matter of
seconds) or because it is clever and pithy—and
preferably both.
To develop an ear for sound bites, watch television news
broadcasts regularly and pay attention to the on-camera
interviews conducted with experts. You’ll find that
sound bites, no matter how they’re expressed, are almost
always strong statements that convey a message to the
public about the issue or event being spotlighted.
When preparing for an interview with a reporter (for
print, radio, or television), your spokespeople should
have at their fingertips several sound bites (more if
the interview is expected to be long)—quotable points or
facts that support your message. Make sure your
spokespeople are aware of the most current statistics
and trends within your field. Remember that you can
serve as a reliable resource to the reporter. Keep in
mind that sound bites for radio and television are often
shorter and punchier than those for newspapers.
Conclusion
While your spokespeople will help inform reporters about
the facts, their most important role is to deliver your
message. The have the opportunity to create a
relationship with the reporter and ensure that your
organization is a leader in providing a valuable
perspective and outlook on the issue.
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