Written by HC Matthiesen, summary based on a presentation given by Grania Willis, FEI
Dealing with the media can be intimidating, but we are all members of the same team, so even though there will be only one designated spokesperson – the Judge at C – let’s support each other and show a united front.

Journalists are NOT the enemy, but remember that to some media, there is NO such thing as ”off duty” and ”off the record”, so make sure that whatever you say – and wherever you say it – you would be happy to see it in print or on social media.

Make sure you’re up to date with any potential controversies, and don’t put your head in the sand!

The Media want:
• Timely information
• Accurate details
• Continuous updates
• One spokesperson
• The truth

The FEI Communications team’s roles are to ”PROMOTE, PROTECT and ASSIST”
• To promote equestrian sport in the media
• To protect the image of equestrian sport
• To assist with crisis communications
So if you are the designated spokesperson at a press conference, or you get a telephone call from a journalist asking for an interview, or you are approached by a television reporter looking for a comment, what should you do?

Preparation:
Think clearlywhat you CAN and CAN’T say
– Think through the worst possible questions and prepare the answers
– Always get the most important point across first – and repeat it if nessesary
– Don’t avoid the question – address it and then go on to deliver your key message

DO
– Use short sentences and simple words
– Where possible, use stand-alone statements to avoid being misquoted
– Tell the truth

DON’T
– Use the phrase ”No Comment” as it implies guilt
– Use technical jargon or acronyms
– Repeat the negative words in the question

Interviews:
– You have the right to say no but consider the implications of refusing
– Ask about the interview (topic, angle, is it live or edited, is there a deadline etc)
– Be prepared – even for what seem like simple questions!

It’s very important to remember that you don’t have to do an on the spot phone interview. Say you are busy but will call back and ask when the journalist’s deadline is. That will give you time to prepare your answers. And get back to the journalist WAY before the deadline
– Think about what you want to say (you only need 2-3 points)
– Stick to the point/keep on track/get back to them if possible
– Keep it simple and relevant
– Give examples
– Say what you need to say and then stop
– Listen carefully, and ask the journalist to repeat the question if you need more time to think
– Always talk for yourself, don’t speak for anyone else
– And if you don’t know the answer: say: I’m sorry. I don’t know, but what I can say is…… (and then get across your key message)
– Stay cool/be calm/positive and polite
– Remember to breathe
– Never walk away at the end of the interview

Practice makes perfect, and preparation will give you confidence.

Know the sport rules, take your time and allow yourself to think before you answer, and if necessary repeat your key message – then you are already halfway there.

Look at every interview or each press conference in a positive way. We have nothing to hide, and an interview/press conference provides a valuable opportunity to explain, put things into perspective and to get that important message across.

Finally, never underestimate the power of social media

And remember bars have ears!