Five Key Things Non- Journalists Should Know About Media and Its Policy Doug Sheppard News Editor State Tax Notes

1)Know your audience A)Know what type of publication you’re talking to. B)Explain any terms each step of the way to journalists that don’t usually deal with taxes. C)Say it in English. D)Be as succinct as possible with answers.

2)Talking to the reporter A)Return phone calls as soon as possible. B)Do not lead off the interview with a confrontational question. C)Be patient. D)Save lectures for the classroom. E)Make sure the reporter understands what you’re saying. F)Take time to think about answers if you need to – and if it’s possible. G)Respond to follow-up questions as soon as possible.

3)Avoiding the guilt trip A)If you think something merits coverage, just plainly state the subject and your reasons. B)Never ask to see a copy of the final article before it’s published. C)If there’s a mistake in the story, take time to cool off. D)Merely pointing out the error will suffice in 90 percent of all cases. E)Being rude about a mistake yields bad karma. F)Only consult a higher authority as a last resort.

4)Public speaking (assuming you want to be quoted) A)“Tell them what you’re going to tell them, tell them, and tell them what you told them.” B)Avoid the everything-but-the-kitchen-sink speech. C)If use of technical jargon or legalese is unavoidable, alternate such passages with less arcane language. D)Be available afterward for reporters to ask questions or get further comments. E)If possible, distribute copies of your presentation.

5)On/Off the Record A)Know when you’re on the record. B)Know what “on background” and “source” mean. C)If you’re speaking at a meeting that’s open to the public, remember that anything is fair game.