You never know when 60 Minutes will knock on your door and if not them, then maybe a local investigative reporter. A little media savvy is a valuable skill for executives and their image-conscious organizations. Unless you've had media training you know most businesspeople would rather face a firing squad than a crew from the 5:00 news. Although most reporters have professional integrity, some can be crafty.
We remember the story about a local fire chief responding to a reporter's questions. When the story aired, he heard the original question he was asked about one topic. What followed was his answer to another question. The result was disastrous. To avoid the possibility of something like this happening to you, be sure to repeat the question in the form of a statement so there is no way it can be taken out of context. Also be sure to answer in complete sentences. Simple yes or no responses are easily edited.
For example, the question might be, "What are your plans for staffing in 2006?" A tight response might be, "Our plans for staffing in 2006 include creating three new positions in marketing and sales." Remember, there are 30 frames per second of videotape and to be able to see an edit, it only takes two to three frames. So, don't take long pauses unless you have completely finished answering the question.
To help you overcome stage fright once the camera is rolling, take a few slow deep breaths before you allow the first question to be asked. If a microphone is pushed in your face in a spontaneous situation, take a second or two to compose yourself and be sure to think before you speak. Take control of the situation. Remember, about 93 percent of your communication in non-verbal so pay close attention to the signals you may be sending through your body language and vocal cues.
Saying "no comment" may say more than you may mean. It is often interpreted as a defensive response showing you have something to hide. An alternative would be, "We'll make a statement just as soon as we have all the facts." This allows you to buy some time and prepare what you want to say.
When you know in advance that you will be conducting a press conference, be sure to prepare. List the key points you wish to make and be sure the media has been adequately informed as to the purpose of the event. If there items you wish not to discuss to confidentiality, personnel or legal reasons, stipulate up front that these items are off-limits. If the reporter persists, respond in a pleasant tone of voice that you remain firm in your decision not to discuss those issues at this time.
When responding to the "loaded question," it is best not to rephrase and repeat what you heard. Loaded questions are often confrontational and filled with negative language. The worst thing you can do is get defensive or hostile in your voice or body. In your own words, relate to the issue and be concise. You may want to begin with something like, "I wouldn't describe the staffing situation like that." A statement like this to begin with will also allow you to buy a little time think through your response.
If a question is put to you that you do not have an answer for, simply say, "I don't know. I'll get back to you on that." Then find out and follow-up. The worst thing you can do is try to talk around it. Your non-verbal signals will show the audience that you are unsure and insecure.
The bottom-line: Prepare yourself with media training before reporters come knocking on your door. In any situation always remember to respond rather than react. Don't let your defenses get the best of you. Remain calm and take some slow deep breaths so you can think before you speak. How you say what you say really does matter.
? 2005. All Rights Reserved.
Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills. They can be reached for media training at 800-280-2666 or on the web at http://www.onthespotmediatraining.com.
Lincoln Stretch rentals Alsip ..How do you make a friend of the media? A... Read More
As a business, non-profit or association manager, your public relations... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
As an owner of an independent record label, I often... Read More
When I talk with business people, they tend to believe... Read More
If you get the hang of speaking to the press... Read More
It can bite you and waste your public relations budget... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
The next time a newspaper photographer takes your photo, remember... Read More
Lots of theories out there about public relations.Everything from "publicity's... Read More
You are a spokesperson for your company, representing it for... Read More
Does it really make sense to bet your PR budget... Read More
?makes the rules, of course.But when the gold takes the... Read More
One portion of your marketing plan that you probably don't... Read More
Yes, you can call a reporter.I've said it before, in... Read More
Some people think that publicity is all about paparazzi snapping... Read More
If your key ? that's KEY ? outside audiences don't... Read More
Question: Why should your business issue a press release? Answer:... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
For many of us, the word quality is closely related... Read More
You never want to inundate a reporter with information, but... Read More
One of the primary tools still used by PR professionals... Read More
Yes, that's what public relations really is when it tracks... Read More
Sometimes there seems to be no client news worthy of... Read More
There's a dirty little secret about press releases that the... Read More
Western Springs shuttle limo ..Like human nature over time, the power of good public... Read More
When do you use the newspaper for publishing announcements for... Read More
In larger cities with many outlets they are competing for... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
Are you working as hard as you can in your... Read More
It's hard to imagine a reporter working today who doesn't... Read More
From time to time, people ask me how public relations... Read More
1) Package your story. Two critical elements will help you... Read More
As the comedian Steve Martin once said, "some people have... Read More
Recently, I told a friend (who's a business owner) that... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
Although media relations is not all there is to PR,... Read More
How can media training help you create a successful Hispanic... Read More
The least expensive, most effective way for you to promote... Read More
You bet! And in three ways vital to you as... Read More
Your boss just stopped by your office. He tells you... Read More
As an entry level position to PR, I found myself... Read More
Early in my career as a public relations consultant, I... Read More
You won't accomplish much if you call the gas company... Read More
In last year's animated film Shrek II, a giant gingerbread... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
When your public relations results pretty much depend on whether... Read More
I don't know about you but I get really frustrated... Read More
Every reporter, from the cub at the small town paper... Read More
You have been if you're a business, non-profit or association... Read More
Public Relations |