It's CNN! They want to talk to you!

Rudi Goldman

Disaster or opportunity?

Most people are apprehensive and unprepared for media interviews and press conferences. One 'off the cuff' comment or slip of the tongue and years of company image building can go right down the drain. So how do you turn a media opportunity into a colossal advantage? By learning some simple rules and doing some on-camera training, you can acquire the skills needed to do credit to yourself, your organization and your industry.

Handling that critical call from the press

The caller is usually a member of the production team, customarily a researcher. In some cases, the caller may be the journalist who wants to interview you. You should be careful how you handle this conversation. Interview the caller and write down their answers. Their willingness to respond is an indicator of their integrity.

Do not rush to accept or decline the interview, just ask the following questions:

• What is the name of the broadcaster or publication?
• What is the name of the program or article?
• Who is the journalist or interviewer?
• Why is this article being written or program being made?
• What is their angle? (Journalists always take an editorial approach or slant to stories.)
• Who else's views are being sought? Who else will be there?
• Will it be broadcast live or recorded; in a studio or on location?
• When do they want you?
• Are they showing any videos, models or graphics during the segment or program? And when can someone from you organization see them?
• If you have your own materials, can they be included?

Tell the caller that you will get back to them in 10 minutes

This gives you time to decide what to do. Your decision should not be based on fear or flattery. It should be a normal management decision. You should not refuse as a matter of course since the presenter could refer to your refusal on air and create the impression of guilt by refusal.

You need to ask yourself the following questions:

• Is appearing of benefit to me?
• Is it of benefit to my company?
• Am I the best person to appear?
• Do we want to be seen to associate with the other guest or guests?
• Do we have adequate preparation time?
• Does the journalist or program have a good reputation?
• Do we trust the journalist?
• What will happen if we do not accept the invitation?

Accept or decline?

It is of absolutely no use to accept the invitation if you will be faced with a couple of zealots, radicals or a protagonist who hates everything you do and everything you stand for. It is also impossible to compete with a highly edited tape feature, which negatively expounds the issue without you having your own taped segment to refute and set the record straight. You should remember that when appearing on the media, you are your organization, and even your industry, personified. Reputations and careers are at stake here!

If, after careful consideration, you do accept the interview, then extensive prior planning is required to turn this challenge into a golden opportunity. An opportunity, which effectively allows you to communicate your message to a vast audience, sometimes numbering in the tens or hundreds of millions.