Ideas from a talk by Peter Wilkinson at Warrane College UNSW on 4 May 2011
Journalism is about balancing competing interests, eg:
(core values of journalism)
1. The public's right to know
2. Fairness
3. Accuracy
versus
1. Circulation
2. Deadlines
3. Budgets
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Journalism needs a victim, a villain and an expert.
Media thrives on conflict
When not to cooperate? It will depend... if you are the only villain then you can pull out and the story will collapse - you need to know.
Never say: "no comment"
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Interview tips:
Formulate the key message (write it down!):
1. The incident message
2. The corporate message
3. The personal message (it is with emotions that you connect with people)
Take control of the interview by always referring back to one of these messages: STAY ON MESSAGE
Attack with a feather duster, eg: ...if you had done your research...
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Article about the talk here
