What not to say to the media

There’s something about a microphone and a camera that gives people anxiety. Talking to reporters can provoke anxiety in even the most seasoned media professionals. What’s the best way to calm your media interview nerves? Plan what you’re going to say.

So, what should you say and what should you not say in a media interview? Here are three statements never to say to the media:

1. “No comment.” Sorry to say, but there is a presumption of guilt for all who use this statement, including my family members when I ask them about missing cookies. Even if you can’t comment, state why you can’t comment and when you expect to have information that you can share. For instance, “I can’t comment because the matter is under investigation. As soon as the investigation is complete, I’ll be able to speak about the case.”

2. “I don’t know.” Keep the focus on what you can address, not what you can’t. This is where bridging is key. For example, “While I can’t comment on whether Mr. Smith is a suspect, I can say that we have identified three persons of interest.”

3. “Keep this off the record.” Sharing information off the record is a danger to all involved. The safest route is to remember that everything you say in an interview is fair game for a reporter to use and attribute to you. Only rare situations warrant using the “off the record” technique, and chances are your interview isn’t one of them.

Need help knowing what to say (or not say) to the media? I can help.

Hi, I'm Allison Sit, TV reporter turned PR consultant. I help motivated small business owners gain visibility and media exposure for their companies.

Follow me on Instagram at @allisonsitpr.