Eliminate the words “No comment” from your vocabulary. If you can’t comment, explain why. The media wants every side, and wants the story to be accurate. They fact check, but they don’t break down doors. Don’t ignore them!
Air times are accurate to the second. Always be ready to do the story at a moment’s notice!
Staging a news conference? Be aware of camera angles, lighting issues. Have your speaker available after the conference for short interviews – if you can arrange different backgrounds for each network, so much the better.
You may have several people you’d like to have interviewed at an event, but more than likely there’s only time for one interview, so make sure you have a primary interviewee selected.