Dals & PR

Back in 1990 when the "Breeding Moratorium, etc." hit San Mateo County, CA, I and others suddenly found ourselves thrust before the TV cameras and print reporters and needed some quick training with no time or money to hire a professional consultant. One of our group was then head of investor relations at a major bank and put on a training program for us, and I still carry in my wallet a laminated card of PR instructions for bank personnel. Those principles still serve me well, and I'll condense them generally: BEFORE TALKING TO NEWS MEDIA:  * Try to return a reporter's call within an hour. (This isn't always possible, but they often have a deadline and need to check something quickly. Make the connection so they will call you in the future.) * Determine the topic of the interview and whether you are the best source. * Find out as much as you can about the reporter/publication/station. * Write out key points you want to get across. * Anticipate questions, prepare answers. DURING ANY INTERVIEW: DO: * Establish ground rules * Make all comments "on the record." * State conclusions first. * Take a consumer's view. * Use few numbers; put them in perspective. * Smile, be friendly, enthusiastic. DON'T: * Don't use jargon, acronyms. If you must, define. * Don't answer questions you don't have answers to. * Don't repeat offensive questions, words or phrases. * Don't ask to see the article or tale before publication/airing. TOUGH QUESTIONS: * Acknowledge tough questions. * Again, don't repeat offensive questions, words, phrases. * Smile * Give brief response. * Bridge to positive key point you want to make. That last point, "bridge" is a real key to remember and to observe when you are watching others interviewed -- Elizabeth Dole is an all star at smile and bridge. You want to make your points and be sure you say them and not respond to negatives with negatives. I can't say I have ever personally been misquoted on whatever the subject, but it's always frustrating when they use quotes from others' that we wish we could have rebutted. Certainly in the last rounds of Dals in the media, HSUS and similar sources would be quoted in the same context with statements that put a negative spin on the entire piece no matter what. You all must speak with authority and establish yourselves as the experts on Dalmatians and dogs generally or by default, the media will turn to those whose entire message is negative and who have nothing to lose. Sharon A. Coleman

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