When it's time for that phone interview you've promised a reporter at an important outlet, it's sometimes tempting to put several sources on the line simultaneously to assure your team can answer all possible questions.  It seems natural enough.  Don't we often have several people around a speaker phone for conference calls?

Well, yes we do.  But reporter interviews are different, and I'd recommend thinking long and hard before coming at reporters with multiple sources on one call.

The reason is simple.  It's confusing. 

Remember, the reporter may be on the phone with your folks for the first time.  It's hard enough to get to know one person on the telephone.  But two, three or four?  That is very difficult -- perhaps impossible.