Always tell the truth. Most reporters understand there are times when you can't say everything about some situation, but what you do say should be accurate. Saying
"no comment" is better than being unreachable or not telling the truth. Guessing can get you into trouble. Reporters, like anyone else, don't want to be duped.

Don't conceal negative information. If something bad happens, move to quickly and accurately disseminate it to the media. Don't make life tough for reporters or yourself. They'll eventually get the story anyway, and by contacting them first, you have a certain amount of control over the situation.

If a reporter calls and you feel caught off guard, however, or you can't answer his or her question, tell them it is inconvenient to talk right now, and say you will call back shortly. Then find out the answer and call them back as soon as possible.

An embargo on information can create a great deal of confusion. Avoid them if possible. When it does seem appropriate, ask reporters to agree to the conditions before the material is disseminated, not after you give it to them.

For more information on media ethics, see Special Report #15 "15 Steps to Effective University and College Media Relations"