7.2 Media Spokesperson

The media spokesperson works under the supervision of the Media Strategist and the Director. No major decisions or announcements should be made without their approval.

The spokespersons should develop personal relationships with media personnel. Take every opportunity to keep the missing child's face in front of the public and to personalize the child's life as much as possible.

• Always speak of the missing child in the present tense.
• Be yourself. An honest and sincere presence is more appealing than a staged performance.
• Avoid criticism of law enforcement investigation.
• Answer questions as honestly and thoroughly as possible. If you do not know the answer, state that you don't know, and that you will try to find out as soon as possible. If you cannot discuss a particular aspect of the search, plainly state so. Never lie.
• Anticipate media's questions. Be prepared for questions asked for shock value.
• 5a.m. - 10a.m. is the best time for radio - do live phone interviews
• Be on time for scheduled media briefings.
• If you have concerns as to if you are doing a good job with the media, ask them for tips, they will help you.