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3 QUICK CRISIS COMMUNICATIONS LIFELINES
by Genevieve Westcott ©2003

1. Nothing is ever off the record. Journalists always take - and keep - notes. These are reviewed by their editors, publishers and even their lawyers.

2. Tough questions usually aren't the problem. Not preparing for them and giving poorly thought-out answers will be what sinks you. So brainstorm, rehearse, and get ready for all the worst questions you can think of - before the interview begins.

3. "Gee, that's a good question. I don't know. But I'll find out and get back to you before deadline" is so much smarter to say to a reporter than making up an answer as you go along - which later turns out to be inaccurate.