Use anecdotes, analogies and examples

Anecdotes, analogies and examples are powerful storytelling tools.  Use them whenever possible.  Anecdotes humanize your story.  Analogies simplify your story.  Examples illustrate your story.

Get to the point

When telling your story, start with your main point.  When answering a question, state your message first, then give your reasons.

Make it newsworthy

To make your story newsworthy, focus on why your audience will care.  Use surveys, trends, consumer benefits – even controversy – to make your story newsworthy.

Speak with care

If you don’t want to see it in print or hear it on the air don’t say it – even off the record.  Assume anything you say can and will be used in the story.

Be positive

Don’t repeat accusations or negative comments, even to deny or rebut them.  Reporters’ questions are seldom quoted. Your answers are.  But a reporter can use a provocative or negative question to put words into your mouth.  So, beware.

Don't guess or speculate

Don’t guess.  If you don’t know the answer, say so.  And don’t speculate.  “What if” questions are dangerous.

Keep it simple

Use simple, straightforward language to tell your story. Avoid jargon and difficult-to-understand words.