Media Training 101: When 60 Minutes Knocks On Your Door

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.

---

Writing A Press Release

News releases (also called press releases) are an important part... Read More

PR Power: How to Write a Killer Press Release

I'm what we in the business (the "business" being journalism)... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More

Marketing-Minded Financial Planners, Its Not Who You Know But What You Know

Almost every day, I hear the same question, over and... Read More

Marketing-Minded Financial Planners, Dont Hold Back Information From the Media

Some financial planners think that they shouldn't share their top... Read More

A Sensible Way to Use PR

The most sensible way for business, non-profit or association managers... Read More

Press Releases for Every Occasion

To many marketers, the press release is something of a... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

Get Outsiders on Your Side

Especially good advice for business, non-profit and association managers whose... Read More

5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?By "them" I mean... Read More

Interviews - Five Tips To Handle Tough Questions From Reporters

Journalists are trained and often experienced at getting information out... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

The Art Of Persuasive Pitching

Media placement is an art. Practicing it often requires as... Read More

Public Relations: Converting the Non-Believers

What's the real reason some managers shy away from public... Read More

Writing a Press Release: How to Write Quotes

Ideally, you will have two types of quotes in your... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active

The Acai Berry is starting to gain world wide recognition... Read More

Seven Tips To Get Your Press Release Noticed

If you're seeking to promote yourself or your new business... Read More

The Press Pack Is Chasing You - Give Them Room

There's good news for public relations execs, marketing professionals and... Read More

Why Restaurants Go Out of Business

Recently someone asked me why so many restaurants go out... Read More

A Great Way to Do PR

As a business, non-profit or association manager trying to get... Read More

Financial Planners Get Free Publicity With Email

In previous articles for marketing-minded financial planners, I've discussed what... Read More

Auto Detailing Public Relations; United Way Withholding

As a mobile detailing company it is important to have... Read More

Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity

In this great country of ours, there are basically three... Read More

Its Just Common Sense!

When a group of outsiders behaves in a way that... Read More

Whats Your Op-Ed?

Everyone has an opinion on something, and you can leverage... Read More

How to Master Communication Even if you failed High School Grammar

Does the thought of knowing your verbs from your adjective... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

Publicity - Tips on Dealing With the Media

You thought of it, you researched it, you wrote it.... Read More

Publicity: Marketing-Minded Financial Planners, Take a Reporter to Lunch

Sometimes a phone call isn't intimate or long enough to... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best... Read More