P u t Y o u r B e s t F o o t F o r w a r d

Put your best foot forward

You’ve secureda media interview –

get prepared!

The Do’s & Don’ts of Interviewing

Media interviews aren’t easy to get. Leverage the moment:

Position yourself as a thought leader • Email the interview to clients &

prospects• Post the interview on your website• Use as a handout at industry

conferences

DON’T: Engage in hyperbole

DO: Be truthful and honest

Don’t: Use promissory language

DON’T: Use promissory language

DO: Use words like “we believe” or “may”

DON’T: Predict the future

DO: Say “I/we feel” or “in our opinion”

DON’T: Say anything is certain

DO: Say “has the potential to,” or “we see potential opportunities for”

DON’T: Discuss non-fund performance (i.e.: SMAs, predecessor accounts)

DO: Remember to say “historically” when discussing beating benchmarks or peers

DON’T: Say we’re #1, top, best

DO: If you can provide the backup to prove it

DON’T: Quote any yields. It can be very complex to add appropriate disclosures to reprints.

DO: Save that information for one-on-one meetings

Don’t: Use promissory language

DON’T: Discuss stocks you’re about to trade

DO: Discuss your top 10 holdings

DON’T: Call yourself an expert

DO: Tell about the tenure of your team or experience over varied market cycles

DON’T: Say “unique” or “first” in your process or strategy

DO: Say “one of the few” or “among the first”

Why choose SunStar Strategic?

Adhering to permissible compliance language is a delicate dance.

We’ve been helping our clients hone their interview skills for over 25 years. Give us a call and we’ll help ensure you put your best foot forward.

Strategy | Message development | Proactive media outreach | Coaching | Marketing

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