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French and Germans hacks treated differently

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A document seen by The Register which details Intel's approach to European journalists makes a clear distinction between the French and the German press. The French aren't interested in technology while the Germans are, claims Intel. Yesterday we reported that Intel makes a clear distinction between UK journalists and the rest of the EMEA press. (Story: Intel's Grove attacks UK journalism) According to the guide, which has a foreword by Andrew Grove, Intel's president, French journalists need careful handling. It is important that hands are shaken both before and after interviews. Intel employees must never show irritation to the French, and should preferably speak the native language. The document advises employees to be benefit rather than technology oriented, while broadcast and consumer journalists need "diplomatic handling". German journalists must be tackled differently. Direct eye contact is a must, while Intel employees can expect to be both criticised and confronted. While this may sound like rudeness, Intel employees are advised this is just an attempt by the hacks to understand the arguments. According to Intel, German journalists view the company as unapproachable although it is well regarded in general. Further, the German hacks want to know about technology. There are some general rules for the whole European press, although whether it applies to UK hacks is debatable. Intel employees are warned not to speculate, to lie, to knock the competition, or to get angry with journalists. In particular, Intel staff must never go off the record. "There is no such thing as a completely private exchange with a journalist, no matter how trusted," according to the document. And Intel says PR staff should be present, even during phone interviews. ®

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