Media tip – beware the loose cannon

Be careful not to turn into a loose cannon, the kind that every PR fears. Some people are so eager to please the journalist and get good coverage that they find themselves being extra helpful – anything for a good headline or ‘to make the journalist like me’ – and may give more away about the company’s activities than they should. For instance they can be pushed by a smart reporter into revealing too much information about product launches, which are known about internally but not externally. Make sure to prepare some points that you think will be of interest (you don’t want to be too boring either) but be careful not to go further than you mean to – people have been sacked for less.