dealing-with-reporterslisted

# Dealing with reporters Source: Andrew Ross Sorkin (NYT *DealBook* / *Squawk Box*) and Glenn Kramon's *Winning Writing* class lecture on press relations. AP attribution definitions baked in. ## Why this skill exists Most executives wing it with reporters and then spend the next decade in litigation. The 11 rules below come from Sorkin, who has interviewed CEOs through every flavor of crisis since 2007, plus Kramon's three decades editing the *New York Times* business section. The rules are battle-tested. The tradeoffs are real. ## Sorkin's 11 rules ### 1. Never say "no comment" There's always something better, even if you can't say much. *"I'd love to be able to walk you through this, but the investigation is still active and law enforcement has asked us not to discuss specifics yet"* beats "no comment" every time. The first sentence is a quote the reporter can use without making you look evasive. The second is the actual reason. ### 2. Don't avoid calls Bad feelings compound. You lose the chance to understand what the reporter is actually after, and you lose the chance to shape your side of the story. Even if you're not ready to comment, take the call and say so. ### 3. Know the journalist Read their last six pieces before talking to them. Talk to peers they've quoted. Some are more trustworthy than others. You won't always have a choice — but knowing who you're dealing with changes what you say and how. ### 4. Build relationships before you need them The reporter w