360 / TAKING CENTER STAGE
Dealing with the media
Understanding your role
Dealing effectively with independent
media means recognizing the nature of
the relationship that you are about to
enter into. When you are interviewed,
your role is not just to answer questions
passively, it is to shape the agenda so
that you can present your key messages
succinctly and effectively. While you can’t
control the questions asked or the
context, you do have control over access
and over what you say. Maintaining a
balance of control in interviews is a
matter of delivering your messages well,
through preparation and practice.
Investing in training
Having expertise on a subject doesn’t
mean you are media-ready. In fact, being
close to a topic often makes it difficult to
speak in the broad and brief terms media
interviews demand. Given that every
media interview can impact on your
organization’s image and reputation, it is
worth thinking about investing in training
for all managers who are likely to come
into contact with the media. Media
training often provides managers with
the best possible means to prepare for
interviews. Training also helps managers
to shape a story through their careful
responses to the reporter’s questions,
and to meet the organization’s
requirements and the demands of
reporters at the same time.
Media attention carries more credibility with audiences than advertising
because it is perceived as being less partial and not paid for. It can help
your organization to advance ideas or products, and build awareness
and credibility with a targeted audience. However, not understanding
media priorities can have severe negative consequences, even for
smart businesses.
Shape the agenda so
that you can present your
key messages succinctly
and effectively
$16,250 (£10,000) was
spent by UK government
ministers on acting
lessons from a drama
school to improve their
interviews and speeches
US_360-361_Dealing_with_media.indd 360 30/05/16 3:06 pm
DEALING WITH THE MEDIA / 361
Ground rules for media interaction
AN INTERVIEW IS A
BUSINESS TRANSACTION
Set yourself a goal for each interview, then
accomplish it as briefly and as memorably
as you possibly can. Know when to stop talking.
EVERYTHING IS ON THE RECORD
Reporters will assume that you know this.
Anything you say can and will be quoted
or broadcast.
BE CONCISE AND CONSISTENT
Understand your own message, and its context.
Be firm when communicating it to the reporter.
AN INTERVIEW IS NOT A CHAT
WITH A FRIEND
Reporters are focused on getting a story.
They do not work for you and will report a
story whether it serves your interests or not.
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