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MediaRelations<br />
11<br />
DON’T just talk about what’s important<br />
to you during an interview.<br />
DO answer the questions asked. You<br />
need to be responsive to the questions<br />
asked by the interviewer or she<br />
may get frustrated and choose not to<br />
use you as a source again.<br />
DON’T give out information unless<br />
you’re sure of it. Know for a fact that<br />
the information you’re giving out is<br />
accurate.<br />
12<br />
DON’T demand that the article<br />
mention your company or your<br />
specific products—unless, of course,<br />
that’s the point of the story.<br />
DO be happy that you are being<br />
interviewed.<br />
62 | <strong>BedTimes</strong> | May 2009<br />
DON’T try to control the outcome.<br />
You’ll seem pretentious—or worse—if<br />
you try to put conditions on the interview,<br />
such as insisting that you are the<br />
first person quoted in the story or the<br />
only expert mentioned.<br />
13<br />
DON’T ask for a correction unless it’s<br />
absolutely necessary. If there is a significant<br />
error, most media outlets will<br />
want to correct it immediately. But it’s<br />
generally not a good idea to complain<br />
if the journalist leaves out a point<br />
you thought was important or quotes<br />
someone else more than you.<br />
14<br />
DON’T immediately contact the<br />
reporter’s boss—usually the editor in<br />
chief or managing editor—if you’re<br />
unhappy with the story.<br />
DO talk first to the reporter to explain<br />
why you’re displeased and do it<br />
respectfully. The journalist may have<br />
an explanation that will change your<br />
feelings. Always try to work out the<br />
difficulty directly with the journalist.<br />
If you still aren’t satisfied, then you<br />
might want to consider calling the<br />
reporter’s supervisor. BT<br />
Pam Lontos is president of PR/PR, a<br />
public relations firm based in Orlando,<br />
Fla. She is author of I See Your<br />
Name Everywhere and is a former vice<br />
president of sales for Disney’s Shamrock<br />
Broadcasting. PR/PR has placed clients<br />
in publications such as USA Today,<br />
Entrepreneur, Time, Reader’s Digest<br />
and Cosmopolitan. For a free publicity<br />
consultation, email pam@prpr.net<br />
or call 407-299-6128. To receive free<br />
publicity tips, go to www.prpr.net.<br />
www.sleepproducts.org/bedtimes
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