The 10 commandments of PR

1. Give facts - When dealing with the media give them the facts, if you don't have the answer don't guess. Tell them you will be happy to find the answer and get back to them. Don't give opinions as if they are facts, don't speculate, and don't talk bad about others as it is very unprofessional.

2. Make it personal - The press loves to hear the personal side of a story. Include quotes from spokespeople and/or normal people. Give it a personal twist on how it will help people.

3. Do all the work - The easier you make the reporters job, the higher the chance the story will be posted. Include all the details - who, what, when, where, why - along with any supporting details, links to any related websites, and contact info in case they have questions.

4. Always start from the beginning - Everytime you contact the media or write a release, assume that the person has never heard of us before and has limited knowledge of the project. Give a brief history along with supporting details, avoiding technical jargon.

5. Always be polite and professional - Treat everyone you talk to with respect, not just the reporter, but operators, receptionists, and anyone you have contact with. You never know when a polite word will get your release or message put on the top of a stack of papers, or conversly, that by being rude will get it at the bottom. Return calls and emails as soon as possible, and PLEASE don't put the "we were unable to get a response from the company" line at the end of a story.

6.Never Argue - Never get in an argument with a reporter, don't make it personal if the reporter doesn't see your way or side. Calmly persuade him/her with facts why this approach is better then previous attempts, and don't raise your voice or get angry. Force yourself to smile, it will calm your voice and even people over the phone can hear a difference.

7. Use everyday language - Do NOT use "We intend to learn from our mistakes, inwardly reflect and hopefully move forward armed with a better understanding of our situation". Just say "Sorry". However be precise, for example attack can (and will) be misinterpreted as DDoS, instead say "submits opt-outs."

8. Don't answer "Off the record" questions - Just because you are asked a question "Off the Record" doesn't mean it won't be printed or used. This is something that should only be used by professionals with a long term working relationships who have gained each others trust. Nothing legally stops a reporter from printing the comment you made except long standing trust. Trust me, just avoid it all together.

9. Avoid saying "No Comment" - The term causes suspicion that you are hiding something, and if you can't answer a question because you don't know, say "I don't know but I'll find out and get back to you" then follow up on your promise. If you really can't say because of an Operational Security reason, this is one of those situations where experience comes in to help find a way to satisfy the reporter without giving out the info you need to protect.

10. Never thank a reporter - It sounds crazy, but if you thank a reporter for writing a story, they will wonder what you got over on them. They reported your story because they thought it would be of interest to their readers, not as a favor to you.

--Unit1911 11:39, 23 May 2006 (PDT)

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