ABSTRACT
When you are approached by any of the media to comment or contribute to a programme, you have to decide whether to do it or not. Even if special circumstances leave you no option, do not give an immediate answer. Say that you will call back within thirty minutes and make sure that you do; journalists have a high regard for people who can be relied on to meet deadlines they have set and always do. Equally, they soon lose patience with those who don't. Use the time you have won to seek advice within your organization as to whether to do the programme and, if the answer is yes, then who ideally should do it. You may be working for a company with a clear policy on such matters laid down by the public relations department or press office. But this is still the exception rather than the rule.
