Following on from last week’s post identifying the first five of the Ten B’s, here are the remaining five:

6. Be In Control: you have 0% control over what you are asked but 100% control over what comes out of your mouth. Learn how to work key phrases back in time and time again. Use short lists when trying to convert a complex issue into a digestible explanation. 

7. Be Liked: Reagan achieved what Goldwater could not because people liked him. People remember how they felt about you more than what you said. Do not sound official, pompous or mean-spirited. Remember the real message: you!

8. Be Innovative: always think like a journalist. Think how you can catch their attention. Avoid press conferences and instead create media events. If there is a national story, find a local angle so as to secure coverage.

9. Be Assertive: it is called “earned media” for a reason – you have to be proactive! If a reporter is biased or has a slant, forcefully volunteer information and counter-quotes – but only complain as a last resort. 

10. Be Sensible: what constitutes “news” is relative. It depends what else is going on (just ask Jo Moore, who thought 9/11 was a good day “to bury bad news”). Use slow news days, such as weekends or the month of August, to your advantage.