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.
elite cleaning services Mundelein ..As a business, non-profit or association manager, you'll know it's... Read More
They'd hate to admit it, but the media is pretty... Read More
You're a business, non-profit or association manager who needs to... Read More
Everyone has an opinion on something, and you can leverage... Read More
The annual detailing of the Kentucky Derby Train is an... Read More
Managers in the non-profit, association and business worlds need to... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
When developing a publicity campaign for their business many owners... Read More
Imagine that you are a radio producer. You have to... Read More
Being invited to appear on radio and television used to... Read More
Does it really make sense to bet your PR budget... Read More
A common complaint you'll hear is that the media is... Read More
Receiving free advertising is the dream of most business people.... Read More
Question: Why should your business issue a press release? Answer:... Read More
Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More
The short answer is, it works best when its fundamental... Read More
It's one thing for a senior manager to approve story... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Because it can alter individual perception and lead to changed... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
Should it be measured in "publicity by the pound," or... Read More
If you get the hang of speaking to the press... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
Yes, you can call a reporter.I've said it before, in... Read More
Yup -- it's hot and sticky and you don't feel... Read More
Airbnb cleaning service Mundelein ..What a shame! Potentially productive public relations people resting on... Read More
Where is there a business, non-profit or association manager who... Read More
Press releases are a useful tool for announcing news and... Read More
Does the thought of knowing your verbs from your adjective... Read More
To many marketers, the press release is something of a... Read More
Even after a nice piece in a national publication, or... Read More
Business, non-profit or association managers hurt their own public relations... 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
Be a ResourceThe media people that are likely to want... Read More
We rely on all kinds of tools and advice to... Read More
It used to be that all you had to do... Read More
Always ask, "Is now a good time?"Deadlines in journalism are... Read More
I believe this about public relations.People act on their own... Read More
Your public relations effort really should involve more than press... Read More
How to write a press release that generates free publicity... Read More
E-mail is becoming the preferred way to receive media releases.... Read More
What is the one thing that all of the best... Read More
It took me a while to see just HOW crucial... Read More
Do you have a great idea for a story, but... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
One of the primary tools still used by PR professionals... Read More
NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More
And hurt bad if you are a business, non-profit or... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Public Relations |