Speak from the viewpoint of the public’s interest, not the company’s.

This important rule presents difficulties for most corporate presidents and senior executives. Their difficulty is understandable. When you have spent years struggling to manage the company, it is difficult to step back and look at your problem and your own company from a different perspective. However, it is essential to communicate with the public effectively, addressing their concerns and interests.

Prioritize the most important fact at the beginning of statements.

Years of training and experience, often without conscious thought, have accustomed the typical corporate executive to respond to questions in a particular way. If the executive is asked, “What should we do about our new product?” he will frequently respond along these lines, listing the challenges and obstacles before presenting the ultimate decision or recommendation.

Be Honest even when it's difficult.

In this era of skepticism, hostility, and challenge, the fact remains that the most difficult task of all sometimes is simply telling the truth. This rule can be embarrassing for the executive and the company. However, honesty is paramount, as it fosters trust and credibility with the public, even in challenging situations or when delivering unfavorable news.

Acknowledge ignorance when appropriate.

Occasionally, a reporter will ask a question which the executive does not wish to answer. There may be a legal reason, say, because the company is in registration in connection with a new securities issue. In such circumstances, the recommended course is to respond directly, without evasion or excuses, “I’m sorry. I can’t give you that information.” Executives are encouraged to be transparent about what they can and cannot disclose, maintaining credibility and trustworthiness.

Utilize personal terms whenever possible.

Any corporation, even one of modest size, involves many people in decision making and other activities. So corporate executives early in their careers learn never to say “I,” but rather “we” or “the company.” This collective approach, while intended to project unity, can sometimes distance the individual from their personal contributions and achievements within the organization.

Maintain professional composure and refrain from arguing with reporters.

Understand that the newsman seeks an interesting story and will use whatever techniques he needs to obtain it. An executive cannot win an argument with the reporter in whose power the published story lies. It's essential to maintain composure and professionalism during interviews, as arguments or confrontations can escalate and damage the company's image.

Avoid exaggerating facts.

The American Bakers Association may have done just that. The president of the Public Relations Society of America, James F. Fox of New York, commented in a 1974 speech: Exaggerating facts can undermine the credibility of a company or organization, leading to skepticism and mistrust from the public and media alike. It's important to provide accurate and reliable information to maintain integrity.

Avoid making 'off-the-record' statements.

Corporate spokesmen should avoid “off-the-record” statements. There is no such thing as “off-the-record.” If a company president tells something to a reporter off the record, it may not be used with his name attached. Off-the-record statements can lead to misunderstandings and undermine trust between the company and the media, potentially damaging the company's reputation.

Refrain from repeating offensive language or words disliked.

Reporters often use the gambit of putting words into the subject’s mouth. It is easy. Politicians do it, too. The technique works like this: the reporter includes colorful, provocative language in his question. However, it's crucial for executives to avoid repeating offensive language, as it can reinforce negative perceptions and distract from the main message.

Provide a direct answer when questioned.

Sometimes, executives who have been interviewed complain afterward that they answered all the questions the reporter asked, but that they never got a chance to make their points in a positive way. It's crucial for executives to provide direct and clear answers to questions, ensuring that their key points are effectively communicated to the media and the public.