The phone rings. On the other end, an investigative reporter. What do you do? Well, turns out that decision might just be one of the most important you make. Brad Ross, Executive Director of Corporate and Customer Communications for the Toronto Transit Commission and Kevin Donovan, Chief Investigative Reporter at the Toronto Star, join host Sophie Nadeau, Edelman Canada’s National Media Lead, to talk through just how to approach talking to journalists.
“You can't wish a story away. Don't say no comment. All of those things we know to be true in this business. You have to talk to the reporter. Hear them out. What do they have? You don't have to answer all of those questions the moment they call. You need to understand what they're after. Then you can gather yourself. Catch your breath. Get some advice and counsel.”
-Brad Ross, Executive Director of Corporate and Customer Communications for the Toronto Transit Commission