17. You Can Ask Them Questions, Too

17. You Can Ask Them Questions, Too, and You Should
Good reporters get around. They talk to a lot of people. In my opinion, I think reporters are actually flattered when you ask them what they’ve been hearing lately; who is hot; who’s not, and what’s the next big thing coming along.

18. A Follow-Up Call or Email is a Good Idea
This is suggested for several reasons. First, you may have promised more information after the interview. If you make this promise, you have to deliver. Two, the reporter may have hit a snag and needs a clarification or more information. Sometimes for a busy reporter a little snag can stall or sidetrack a story. Third, this is a subtle way of keeping a writer tuned in to your story. In other words, the follow up is a reminder that a story was planned.

19. You Don’t Have to Answer Every Question
Sometimes a reporter will ask a question he or she knows most sources will never answer. But they ask anyway. Sometimes they get lucky. Years ago, a common example of this was, “When are you going public?” But there’s an answer to every question. In this case it was usually something such as, “We’re on plan; we’re meeting our own internal milestones; we’re happy with the pace of our business and will take next steps as they are appropriate,” etc etc. The wrong answer is. “How is that any of your business?” or any variation of that hostile theme. It is even better to say, “I give you a lot of credit for asking that, but I’m quite sure you don’t really expect a specific answer.”