As a spokesperson, one of the most important techniques you should follow religiously is to correct any inaccurate information immediately. If you don't correct the inaccurate information, it becomes fact to the audience and the reporter. The source of the inaccurate information could be any of several sources:

1. The reporter could make an inaccurate statement and then follow-up with a question. Instead of answering the question, you should first correct the inaccurate statement: "Before I answer your question, I would like to correct something you just said." After correcting the statement, answer the question.
    

2. The reporter could include inaccurate information in the question. Correct the inaccurate information before answering the question.
   
   

3. Another guest on a radio or TV program could make an inaccurate statement. Don't wait for the host to ask you for your opinion; you may never be asked. Instead, jump right in: "I would like to correct an inaccurate statement that was just made." Correct the statement and then give your opinion on the issue.
   
   

4. The reporter or another guest may quote another source that includes an inaccurate statement. Again, correct the bad information and then give your viewpoint on the issue.

It is critical that you correct inaccurate information immediately. You want to do so while it is still fresh in the reporter's mind and in that of the listening audience. Also, if you don't do it immediately, you may forget.

The "Media Interview Tip of the Month" is taken from my book, Winning Media Interviews: Sure-Fire Tactics to Get Your Messages Out. Feel free to share my tips with your staff and colleagues. I would like to hear from you about using the techniques I discuss in my book. Also, send me a note and let me know if it is okay to share your comments with others on this web page (to contact Steve go here.)