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Loaded terminology—Often reporters will refer to you or your organization in negative terms and ask for a response. A common mistake is to repeat the negative terms in your denial. Years ago in an interview with Katie Couric, Senator Bob Dole was quoted as saying “I’m not an apologist for the tobacco industry. I’m not in tobacco’s pocket.” By repeating the negative terms the senator reminded his audience of the negative images. Very often this makes for an excellent attention grabbing quote. Bill Clinton was quoted in the front-page USA Today life section headline: “I am not slick.” The ideal response in most cases is to go directly to the positive without referencing the load terms. Tell the audience who you are, not who you aren’t. Tell them what you are doing, not what you are not doing. However, there will be times where it will be important to deny the statement before going to the positive. In these cases the answer is “No.” “Not at all!” “Absolutely not!” “On the contrary…” without repeating the loaded terms.

Absent party reference—Occasionally the reporter will ask you to comment on the statement of another person or party. The best response is to not speak for the other party and then revert back to your message.

Personal opinion—Remember as a company spokesperson, you don’t have a personal opinion. Don’t assume because you clearly identified your comments as your personal opinion that the reporter will do the same in the story. Be prepared instead for “a company spokesperson said…”

Words in your mouth—Sometimes a reporter has already figured out a great quote he or she would like you to say. Now the goal of the interview shifts to getting you to say it. Anytime you hear the phrase, “So what you’re really saying is…” Beware! If what follows isn’t clearly what you want to see attributed to you, respond, “No, that is not what I am saying. Here is what I am saying…”

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