We love to brag about our work. If you are in a hot industry or a secret start-up, there is no group more willing to listen to you than the press.

The most important point to understand is the press has been trained to extract information from you. They are highly trained professionals. The very best can leave you wondering if anything was said at all.

There is no such thing as "off the record". Every communication with a press person can and will change how they write a story. Have you noticed how many recent news articles claim an "unnamed source who wishes to remain anonymous because he is not authorized to talk about the situation"? Think about that for a moment. That implies that the press has found someone to talk that knows they are not authorized to speak to the press. Does that happen in your company?

All press inquiries should be directed to your public relations (PR) group. They are also highly trained professionals that know how to work with the press so that just the right amount of information about your company/project is revealed.

These points should be communicated to everyone in your organization. It only takes one "off the record" comment to warn your competitors of a new product idea or introduction schedule.

If you are selected by your company to be interviewed by the press, be sure to prepare ahead of time with a company PR person. First, discuss the topic and message. What is the reason for the interview? What are you trying to promote? What is the key message? What should not be discussed?

What about the press person? Is he or she knowledgeable about your field? Try to match your discussion and use of jargon with their level of knowledge and skill - if he or she is more knowledgeable than you assume, the result is you appear to be condescending. If the reverse is true, your major points may not be understood - or worse, misinterpreted.

The actual interview setting is important. Make sure the setting is comfortable. For longer interviews, ensure there won't be a need for a rest room break. Turn off your cell phone. Be sure there is your PR person at the interview to provide follow-up with the press, and to remind both you and the press to stay on topic if the discussion wanders. Did I mention turn off your cell phone?

For most companies, the press is an essential part of the marketing program to educate the public about your products and services. If you limit their access (most of the time!) to the PR professionals in your company, you will have fewer surprises in the press.

-Don Burtis