A reporter's job is to get the most accurate and interesting story he or she can. Whether journalists make you look good or bad in the process is inconsequential to them ? their loyalty is to their story, and their goal is to elicit the most dramatic quotes possible from you.
This is not to suggest that you should view every encounter with reporters as adversarial. In fact, most interviews are quite straightforward. But a good journalist will try to steer you "off message." He or she will use well-established tricks of the trade to get you to say things you didn't intend to say, and some of those things might prove embarrassing when you see them in the newspaper the next day.
By knowing some of the tricks of the reporting trade, you can maintain control of the interview and get the quotes you want. Below are three ways to avoid falling into a reporter's trap:
1) Never Repeat a Bad Question in Your Answer -- It usually starts innocuously enough. A journalist will tell you that because his or her questions will not be included in the story, you should answer the questions in complete sentences.
For example, if a reporter asks, 'Are you pleased with the number of donations your organization received this year?" he or she would ask you to answer by saying, "Our organization is pleased with the number of donations we've received this year." It makes perfect sense, and is a legitimate way of conducting an interview.
But occasionally, a reporter will ask a negative question without warning. You have to break the rules here, and answer the question as a positive.
For example, if a reporter asks you, "Is it true that your organization has committed fraud?" you probably don't want your quote the next day to say, "It isn't true that our organization committed fraud." Such a quote links your organization to the word "fraud," an association you'd probably rather not make.
Assuming, of course, that your business did not commit fraud, you should answer that question in a positive manner, such as, "In our 35 years of business, we have always taken great pains to ensure that our business operates within the word and spirit of the law. We have operated ethically in this case, as we strive to in all of our dealings."
2) Shhhhh! -- During most interviews, reporters will ask a steady stream of questions and you will answer them. No surprises there. But remember the goal of the journalist ? he or she wants to steer you off message in order to elicit a more interesting response.
Sometimes, after you finish answering the reporter's question, the reporter will just sit there, as if he or she wants you to continue speaking. The silence usually flusters the interviewee, who tries to please his or her interviewer by speaking again ? and usually strays far off message in the process. Don't fall into this trap! If you find yourself in a "reportorial stare down," simply ask whether the reporter has another question and move on.
3) Don't Assume the Reporter Knows What He Says He Knows -- For this one, I'll turn it over to Eric Nalder, an investigative reporter for the respected San Jose Mercury News. In his article, "The Art of the Interview," Nalder writes, "Play like you know. Ask the official why he fired the whistle-blower rather than asking whether he did the deed. The question presumes you already know even if you don't have it confirmed. They'll start explaining rather than denying."
In other words, by falling into this trap, you may be the person who confirms a negative story about your own organization. If the reporter has made a false assumption, speak up. If not, don't help the journalist confirm it unless you've made a conscious choice to do so.
Brad Phillips is the founder and president of Phillips Media Relations (http://www.PhillipsMediaRelations.com). He was formerly a journalist for ABC News and CNN, and also headed the media relations department for the second largest environmental group in the world.
Decide once and for all to do something about those... Read More
Although it seems less common these days, there are still... Read More
You never want to inundate a reporter with information, but... Read More
For a business, non-profit or association manager, they could be... Read More
The notion that a business, non-profit or association manager can... Read More
If I were coaching you as a business, non-profit or... Read More
?lose the confidence of your key target audiences? discourage them... Read More
If you're an online business using public relations (PR) to... Read More
Everyone is talking about the Ps of successful marketing, so... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
Does it really make sense to bet your PR budget... Read More
Here's the point: people act on their own perception of... Read More
Many of our clients are in service businesses, such as... Read More
Say, from tactics like special events, brochures and press releases... Read More
Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
The reason might be this simple: as a business, non-profit... Read More
In fact, here are three really foolish goofs made by... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
Smaller companies don't always have the budget - or inclination... Read More
So many restaurants spend money on publicity and then practically... Read More
Above all, you need to know that the right PR... Read More
Although media relations is not all there is to PR,... Read More
There's good news for public relations execs, marketing professionals and... Read More
What's more crucial to the success of a business, non-profit... Read More
As a business, non-profit or association manager, you have a... Read More
This guide to "SEOing" your PR efforts can help you... Read More
Getting on the radio can be a great tactical move... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
Dear New York Times:I'd like to be quoted in one... Read More
The world has woken up to ethical issues in corporate... Read More
I often begin my media training sessions by asking members... Read More
It's one thing for a senior manager to approve story... Read More
Would you advise clients to buy a stock based on... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
The VIP databases are fun to create and can be... Read More
Recently, I told a friend (who's a business owner) that... Read More
You have a story to tell. Your company has developed... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
When properly applied by business, non-profit and association managers, public... Read More
There'll never be a better time for a manager working... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
What is the true purpose of public relations and how... Read More
With a dismal failure rate of more than 75 percent... Read More
Commit this to memory, please: To get in the media,... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
I often begin my media training sessions by asking members... Read More
Sure, any publicity is good. But don't invest time and... Read More
1) Do you NEED solid, consistant media exposure...week after week,... Read More
If you're an online business using public relations (PR) to... Read More
The next time a newspaper photographer takes your photo, remember... Read More
A musician spends years honing his craft. He writes world-class... Read More
Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More
About a year ago I read a feature story in... Read More
Talkback radio offers a fantastic opportunity to access thousands of... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
Decide once and for all to do something about those... Read More
UNDER FIREA friend whose organization is often in the media... Read More
Every organization has issues that could affect its operation. The... Read More
Everything, that is, if you ignore those folks whose behaviors... Read More
When it comes to launching a new business or product,... Read More
Keep these few crucial details in mind when writing and... Read More
When times are tough, it's no time to ignore those... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
When I search Google News for "surveys," I get nearly... Read More
If you have had any experience in public relations or... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Public Relations |