The reporter is more than a static conduit that carries your messages to the publics you are trying to influence. He or she is an interpreter of the literal meaning of your words and of whether your words are truthful and your information balanced and accurate.
The reporter's judgment will be shaped not only by what you say, but also by how you say it - by your body language, the tone and tempo of your voice, and the myriad other nonverbal cues that reveal inner feelings and attitudes.
The following pointers (along with those contained in earlier Media Tips) will better enable you to ensure that the reporter's interpretation of your verbal and nonverbal communication will be accurate and appropriate.
1. Allow the reporter to record the interview, as, indeed, you may also record it, if you wish.
2. Speak slowly and distinctly, so the reporter has time to take accurate and detailed notes. Speaking too quickly may well be taken as a sign you have something to hide.
3. Don't try to fill awkward silences with meaningless chatter or attempts at humour. Such antics may make you appear nervous (which you probably are), but to the reporter your anxiety may be a sign that you are uncomfortable with what you are saying - and this will erode your credibility.
4. Use statistics sparingly to substantiate a point - but be prepared to provide the reporter with fact sheets and backgrounders. Hurling endless data at the reporter in an attempt to appear knowledgeable could well backfire. You may overwhelm, who might then interpret your behaviour as an attempt to skew the truth with a surfeit of statistics.
5. You're only human, so if you don't know the answer to a question, don't cover up, simply tell the reporter and explain that you'll get back with the information . . .
6. . . . Or, if you feel the interview is going beyond the limits of your knowledge, arrange for another spokesperson to contact the reporter. | 
