From: Laffoon, Polk (San Jose)
Sent: Wednesday, July 11, 2001 11:43 AM
To: Publishers - Rossi; Publishers - McComas; Publishers - Visci; Executive Editors
Cc: KRI Officers
Subject: Talking to the press

In the aftermath of recent articles on Knight Ridder, let me share with you some rules of thumb I use when
talking with reporters. I pass them along for what they're worth, simply because so many of us are getting calls
these days.

1. Reporters who want to do take-outs on the company virtually always have an agenda. If the agenda isn't
friendly (often the case), we muster whatever facts and figures we can to refute or blunt it. Although it would
be rare that a reporter changes the agenda based on what we say, we can have an impact. Trish Callahan's June
18 front page article in the Wall Street Journal was nobody's idea of a helpful piece. But it was not nearly as
strong as she would have liked, mostly because we threw so much contrary information at her.

2. There is nothing the matter with saying nothing, or "no comment." Often it makes good sense. We are under
no obligation to tell a reporter abut our internal business, e.g. "how we decide" staffing levels, bonus
incentives etc. (If the reporter already has information about something that's private, because someone on the
inside has told him/her, then I may have to confirm/deny/set the record straight. But generally I aim not to be
intimidated, and to remember that what is our business is just that.)

3. Anything I say - any single sentence - can be used in isolation. So I have to think: How will this sound
standing on its own? If it isn't going to sound good, best to not go there. (This touches on the age-old "out of
context" complaint. It's perilous to count on being taken in context.)

4. "Throw away remarks" can easily become front and center in the finished piece. You will talk to a reporter,
watch what you say, think you've got it wrapped and then - official business seemingly over - let your guard
down. He sounds like your new best friend, so you tell him something informally and . . . bingo! It's the lede.

5. Although the reporters I have dealt with will respect "off the record" and "as background", you still have to
think: What am I trying to accomplish? Because if you impart something that isn't ultimately flattering to
what we're all about, and the reporter then uses it as a springboard to get someone else to say it, what has been
gained?