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    Relax. When a reporter makes an unexpected call, you are not obliged to respond immediately. But you should always cooperate - even when your news is bad.

    The first thing to do is note the reporter's contact details. Ask them to forward story background and questions via email. Reassure the reporter that their inquiry will be dealt with and that someone will be back in touch within half an hour.

    Once you receive the reporter's email request, collect the facts. If necessary, forward the matter to colleagues who might normally deal with media issues. If you are the spokesperson, take time to decide whether comment is appropriate. Always avoid saying "no comment." Simply explain why you have no comment. For example; "I'm sorry, I can't comment on this right now. We are still looking into the matter."

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    Once you receive the reporter's email request, collect the facts. If necessary, forward the matter to colleagues who might normally deal with media issues. If you are the spokesperson, take time to decide whether comment is appropriate. Always avoid saying "no comment." Simply explain why you have no comment. For example; "I'm sorry, I can't comment on this right now. We are still looking into the matter."

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    one will be back in touch within half an hour.

    Once you receive the reporter's email request, collect the facts. If necessary, forward the matter to colleagues who might normally deal with media issues. If you are the spokesperson, take time to decide whether comment is appropriate. Always avoid saying "no comment." Simply explain why you have no comment. For example; "I'm sorry, I can't comment on this right now. We are still looking into the matter."

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    nt. For example; "I'm sorry, I can't comment on this right now. We are still looking into the matter."

    If you need more time, phone back the reporter with an update. Your company may need another hour, maybe another day or even a week. This is your decision. But try to be reasonable. Reporters do have deadlines and it helps if you can work within them.The most important issue is to keep reporters informed. Always return their calls, even if you have nothing to say.

    Five top tips:

    1. Gather facts before comment
    2. Use descriptive language
    3. Highlight specific examples
    4. Avoid live interviews
    5. Never say "No comment"

    A common complaint about the news media is their tendency to misquote or to quote out of context. This is often the case when journalists struggle to understand what you are trying to say. Make an effort to be clear and concise.

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