In the Spotlight

By Peggy Sealfon

If the press arrives unexpectedly at your office today,

would you be prepared to go live on television or radio? Would you be ready to

communicate effectively and be secure in knowing that your quotes may be

headlines in the morning newspaper? Many business individuals are ill-prepared

to deal with interviews in the media. But keeping in mind a few simple basics

can help you put your best foot forward and deliver effective messages about

your company and its newsworthy activities.

First and foremost, take positive advantage of media

opportunities. Be honest and straightforward or you run the risk of being

perceived as insincere and untrustworthy. However, with that said, know what

basic points you want to make and make them short and sweet. Ask the journalist

before the interview begins what sort of information they are looking for.

Typically reporters have a specific angle in mind prior to the interview. Find

out what it might be. Then try to think in 10-second sound bites since you may

only have 30-seconds of your interview aired or only a few sentences quoted.

Speak slowly and clearly and ask the reporter to clarify a question if you’re

not sure.

A gifted interviewee will actually take control of the

interview and know what succinct messages are important to convey and will get

the job done. Always answer the question first and bridge to the point you want

to make. You might answer, “Yes, and in addition...” or, “I don’t know. I do

know that...” or, “I think what you are really asking is...” To help stay more

focused, organize your presentation as if giving answers to implied questions.

Most of all, use plain English. Avoid jargon or inside industry phrases, so

there’s little chance of your message being misconstrued. If you are meeting

with multiple media sources, make sure your message is consistent with each

reporter.

When you are dealing with bad news or a controversial issue

arises, the tendency is to want to skirt the subject with a simple “no

comment.” It is far better to take responsibility and demonstrate how the

problem is being fixed rather than being evasive. Avoidance appears as if

you’re hiding something and such an approach can escalate negative perceptions

about the situation. If you don’t want to answer a question, you might say,

“It’s our policy not to discuss...” and then bridge to what you do want to talk

about. If you simply can’t answer a question, explain why. It is preferable to

anticipate difficult questions and prepare answers in advance. Answers should

be delivered in a cool, non-defensive, positive style. However, be sure to

respond to varying styles of questioning with appropriate styles of answers.

Emphasize your main points through a technique called “flagging” where you lead

into answers with such phrases as, “The key point is...” or, “Most importantly”

or, “What I really want to make clear is...”

If you have advance warning, one suggestion is to write down

key messages, statistics, facts, and memorable phrases and rehearse them into a

video camera or tape recorder. It will help you hone your message and your

delivery. Plus the confidence it will instill will help keep you relaxed under

pressure. A particularly effective technique is to specifically enumerate

points to make it difficult for the media to edit them out. For instance,

“There are three things every investor should know. One ... Two ... Three ...”

Raise your voice slightly to emphasize the key points.

“Off the record” does not exist in a journalist’s

vernacular. Once you agree to speak to a journalist, they are under no

obligation not to reveal something shared in confidence. Establish a friendly

rapport with the reporter. Ask what they like to be called and call them by

that name. But never assume that your interests will be put ahead of the story.

A journalist is never off duty. So be sure whatever you say are words about the

issues you wish to address that cannot be taken out of context and that you

wouldn’t mind reading in the newspaper. Don’t continue to talk after you’ve

made your point. Often reporters purposely have pregnant pauses in the

conversation in order to solicit unintended remarks from guests who feel

obliged to fill the space.

Cooperate with journalists and you will likely improve your

opportunities for fair coverage. Be adversarial and you will exacerbate the

potential for misunderstandings and miscommunications. If a reporter provides

incorrect information, you may correct them by saying, “That is not true...the

facts are...” With difficult issues it is far better to be proactive with a

positioning statement delivered through press releases prior to any coverage.

You have more control by bringing attention to a particular matter and

establishing your positioning than by not returning journalists’ phone calls.

An unreturned call typically comes across as an admission of guilt.

Use appropriate verbal and body language during interviews.

Eye contact with your interviewer is important in delivering your

communication. Skyward eye glances after a question has been asked can appear

suspicious or devious on television and raise more questions in the mind of a

newspaper reporter. Stay with the interviewer and use appropriate hand gestures

to lend some animation and passion to your presentation, but don’t overdo it. Be

aware of your body language. Sit up straight and keep your feet planted on the

floor — even for radio interviews to help set the right professional tone in

your voice.

If you are interviewed at your office, be prepared early and

have all calls held. Remove piles of papers and any clutter. Try to avoid being

interviewed behind a desk as it creates a psychological barrier between you and

the reporter. If the interview will be aired on television and you’ve had

advance warning, dress conservatively in solid, dark colors. Men should button

their coats if standing and unbutton if sitting. Avoid shiny or dangling

jewelry.

If you are called without any notice, find out if you can

call the reporter back and find out what kind of deadline they are on. Set an

agreed-upon time so that you can prepare your key points; even if only five

minutes. Call back from a quiet place and use notes (since no one is watching).

Ask the reporter for feedback to be sure he understands you.

The management of media messages is a great challenge in

businesses today. If you are serving in the role of company spokesperson, be

prepared so that you can achieve the results you want from interviews. Keep

defining your agenda and clarifying your communication objectives so you will

have no fear when you meet the press.

Peggy Sealfon, president of the Naples-based advertising

agency Sealfon & Associates, has written about a variety of topics for

national magazines and newspapers.