Top 10 Things You Should NEVER Say To The Media
Every interview is different, but there are some (very) basic concepts to understand before speaking with the media. There are also some things you shouldn’t say. From the home office in Tijuana, Mexico, here are 10 things you should never say to the media as submitted by readers of The Bad Pitch Blog. 10) This Is Off The Record. The bottom line is that if you don’t want to see it published, you shouldn’t say it in the first place. Does your source know this?
-- Via Zena Weist, Gavin Heaton and Donna Papacosta
9) That Isn't A Story. If a reporter calls about a negative article they’re working on, downplaying the idea won’t discourage them from moving ahead. Learn more about the story to determine if you should be on offense or defense.
-- Via Jay
8) You should be interested in this because (the competition) covered it in their last issue. Local coverage can build into a national story. But trying to sell a story’s news value using a competitive outlet is stupid. Any media outlet worth pitching will pass.
-- Via Brandon Carter
7) Did you get my: e-mail, voicemail, news release, press kit? They got it. Figure out a better way to discuss the story by adding new, specific value to the pitch.
-- Via Becky Mochaface and Jen
6) You don't cover this beat? Can you forward my pitch to the person who does? It’s not a reporter’s job to forward your pitch. Some will do so unprompted, but never ask them to do it. They’re telling you to do more homework. Thank them for the insight.
-- Via Griff
5) You'll be sorry tomorrow if you don't cover this news. Um, yeah, making lame threats at a reporter goes over like porn in church. Good luck with that approach.
-- Via Jen
4) We bundled Mike Keliher’s Slick Shtick into one item ■ No comment. No comment lets the reader form their own (negative) opinion. ■ I told you I'd get our CEO, but... Never make promises you can’t keep, especially when it comes to interview subjects. Establish source availability before pitching. ■ It's a newly integrated solution that enables synergies and increases efficiencies between two previous incongruous applications. Technical terms, acronyms and big words with little meaning can kill an interview. Keep it simple. ■ F*&k off. You kiss your mother with that mouth? Check yourself. ■ I already pitched the Wall Street Journal, but they said no. See #8. ■ My boss wants you to do a find-and-replace on our competitor's name in yesterday's story so we can get some coverage. If you don’t understand how the news cycle works, you shouldn’t be dealing with the media. Establish client expectations while you’re at it.
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The Bad Pitch Blog
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Please don't forward this to the Bad Pitch Blog! You should be so lucky. Chris Anderson is making us look good.
3) Can I review or edit this before it gets published? No you can’t. This question pisses off some editors. But I’ve asked trade magazines this question as it relates to technical accuracy. Even in those instances, a no response in less than surprising.
-- Via Celeste and B.L. Ochman
2) We're a big advertiser. Doesn't that count for anything...? Nope. An ad rep should offer a competitive deal for an ad buy, but editorial will not be part of the discussion.
-- Via Angela
1) Our winner is Kari Hanson, Director of Corporate Communications and Public Relations at ZoomInfo. She submitted several gems. ■ Sorry, we're only briefing top tier media on this news. Don’t want to brief them? Don’t pitch them in the first place. ■ We'll give you a local exclusive on this. The WSJ is doing a piece, but we don't view you as competitive. There are ways to discuss this scenario. This is not one of them. ■ Since you didn't cover us after our last meeting, you really owe us a story. They do not owe you anything. ■ I saw an interesting piece on CNET and thought you'd be interested in doing a similar story. There are exceptions to every rule, but the CNET story’s old news. You better have a great angle to suggest an editor revisit the topic. ■ No executive is available to talk about this. But it's big news, trust me. You are the weakest link. Goodbye. Slick Shout Outs // Honorable Mentions ■ Smoking’s bad for your health and evidently your rear too. -- Via Max Kalehoff ■ You would be perfect for a job in PR -- Via Gary Goldhammer ■ Didn't I sleep with your sister? -- Via Gavin Heaton ■ Are you free later for dinner? -- Via David Parmet ■ I've got a fifty dollar bill with your name on it. -- Via Eric Riback