One of the world’s most successful investors, Warren Buffett, once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”
It is no secret that the media landscape has drastically changed. As some might say, “this isn’t your father’s evening news.” Reporters are tweeting, aggregating their news from wire services and no longer doing what’s considered “original reporting.” However, a standalone quote as juicy as that of BP CEO Tony Hayward’s infamous “I want my life back” will always end up on the front page of a newspaper and become the sound bite of the year.
In stark contrast to a generation ago, companies need a communications strategy implemented by seasoned media professionals and crisis communications counselors to protect and manage their brand’s reputation. A large component of this communications strategy should include media training to make sure your brand doesn’t become a late night punch line – or a punching bag.
Media training is about learning how to effectively communicate with the media during both emergencies and routine situations by conveying your key messages and ultimately protecting your company’s reputation.
When approached by a reporter for a media interview, keep in mind that they are responsible people just doing their jobs. They don’t want to throw you under the bus. It’s not the questions that cause the trouble -- it’s your answers. Participating in effective media training will prepare you to stop worrying about what the reporter is going to ask and instead learn how to effectively communicate the messages that bring you –and your organization – credibility, trust and distinction.
So when a reporter calls and asks for an interview, don’t say “no comment”. Relax and remember these five steps to successful media interviews:
1. Take the call
When a reporter calls, be friendly but don’t answer his or her questions right away. Write down the reporter’s name, publication and request. Also, ask for his or her deadline and promise that someone will call back within that time frame. (And make sure you do, even if it’s to decline the interview!)
2. Develop your response
Now that you know the question, your goal is to consistently be “on-message.” Envision the headline you want to read in tomorrow’s paper and work backwards to develop responses that support your ideal message and headline.
3. Remember: You don’t control the context of a conversation with the media
Answering questions from a reporter is not like having a real conversation. What good conversational skills are in the real world can kill you in the media world. In a conversation with a reporter, every line out of your mouth is judged on its own without the benefit of what you said before it or what you said after. You don’t know which of your words, phrases or complete sentences will make it on the air or to the printed page. In an interview, there is no “context” and you must prepare accordingly.
4. Understand the rules
Never lie, argue or go off the record. This is a recipe for disaster. Also, avoid being sarcastic or trying to use humor to your advantage. It will offend someone – guaranteed. And be aware of the media’s presence at all times, especially when a microphone is being pinned on and when it’s being taken off –don’t forget that it’s on!
5. Make some rules of your own
Set a time limit and understand the story focus in advance. If certain topics are off limits, it’s okay to establish interview parameters beforehand.
A media interview can seem scary and daunting, but when you’re properly trained, it’s a brand enhancing exercise. Remember, you have what the media wants – information! The delivery is up to you.