360 / TAKING CENTER STAGEDealing with the media
Understanding your role
Dealing effectively with independent
media means recognizing the nature of
the relationship that you are about to
enter into. When you are interviewed,
your role is not just to answer questions
passively, it is to shape the agenda so
that you can present your key messages
succinctly and effectively. While you can’t
control the questions asked or the
context, you do have control over access
and over what you say. Maintaining a
balance of control in interviews is a
matter of delivering your messages well,
through preparation and practice.Investing in training
Having expertise on a subject doesn’t
mean you are media-ready. In fact, being
close to a topic often makes it difficult to
speak in the broad and brief terms media
interviews demand. Given that every
media interview can impact on your
organization’s image and reputation, it is
worth thinking about investing in training
for all managers who are likely to come
into contact with the media. Media
training often provides managers with
the best possible means to prepare for
interviews. Training also helps managers
to shape a story through their careful
responses to the reporter’s questions,
and to meet the organization’s
requirements and the demands of
reporters at the same time.Media attention carries more credibility with audiences than advertising
because it is perceived as being less partial and not paid for. It can help
your organization to advance ideas or products, and build awareness
and credibility with a targeted audience. However, not understanding
media priorities can have severe negative consequences, even for
smart businesses.Shape the agenda so
that you can present your
key messages succinctlyand effectively
$16,250 (£10,000) was
spent by UK government
ministers on acting
lessons from a drama
school to improve their
interviews and speeches
US_360-361_Dealing_with_media.indd 360 30/05/16 3:06 pm