Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to be reserved for top company executives and spokespersons. Until quite recently, the chance of being invited to make a media appearance was extremely small, even for the highest echelon. Today, almost anyone in responsible positions could be called on to interview.

Sweeping changes in broadcast and print media have created a multitude of channels and journals of specific interest; some of them global in nature. This information-starved media creates immense opportunities and significant challenges for individuals and organizations.

Disaster or opportunity?

Most people are very apprehensive and unprepared for media interviews and press conferences. Just one "off the cuff" comment or slip of the tongue and years of company image and personal career building can go right down the drain. However, to decline an appearance allows a great opportunity for getting your message out to disappear without a trace.

So how do you turn a potential disaster into an enormous advantage? By learning some simple rules and doing some on-camera training, you can learn the skills required to do credit to yourself, your organization and your industry. If a television appearance is imminent, arrange a visit to your local television studio to watch the news being broadcast. It may surprise you.

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. He or she is not a receptionist or a telephonist. You should be careful how you handle your conversation with them. Interview the caller and write down their answers. Their willingness to respond is an exceptional 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 working title of the article?
? Who is the journalist, correspondent or interviewer?
? Why is this article being written or program being made? (They probably know something you don't know.)
? What is their angle? (Journalists always take an editorial approach or slant to stories. This is the story's angle.)
? 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 come to see them? (This is so that you are not taken by surprise.)
? If you have your materials, can they be included? (These would have to be prepared in advance and the integration of these would take some time to rehearse prior to the actual broadcast.)

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 an extremely large audience, sometimes numbering in the tens or hundreds of millions.

About the author

Rudi Goldman is the founder and Managing Director of Media in English B.V., a Dutch-based communications company and media consultancy which prepares executives for successful television, radio, print media appearances and business presentations. An award-winning communications expert, his 30 years of international media experience covers a broad spectrum, from Los Angeles to New York and from London to Hilversum. Having served as Director of Programming - UK, Benelux and Scandinavia for the Walt Disney Company in London, he understands the European perspective. Goldman has individually trained well over 200 top international business/government leaders. http://media-in-english.com

In The News:


pen paper and inkwell


cat break through


6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

What not to wear when doing a TV Interview

? Don't wear all black. You'll look as though you're... Read More

PR: Heres All You Need to Know

Above all, you need to know that the right PR... Read More

Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People

Although it seems less common these days, there are still... Read More

10 Tips to Give Your Press Release The Edge It Needs to Make the News

Writing a press (or media) release is quite an art... Read More

Dont Need No Stinking PR?

Almost assuredly you do, especially when your most important external... Read More

PR Going According to Plan?

Think carefully! You're a department, division or subsidiary manager for... Read More

Publicity: Nailing a Media Interview, Part III (Staying on Topic)

In a media interview, always stick to your main points... Read More

Its CNN! They Want To Talk To You!

Being invited to appear on radio and television used to... Read More

The Press Pack Is Chasing You - Give Them Room

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

Write Press Releases That Dazzle

When a reporter is wowed, intrigued, surprised or captivated by... Read More

Where is the Best PR Value?

Wherever the fundamental premise of public relations is practiced.Look at... Read More

Youve Done PR the Hard Way Long Enough

As a business, non-profit or association manager, let the tacticians... Read More

Top Five Publicity Myths

Most people consider getting publicity the most important part of... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

HELP: I Need a Press Kit!

A press kit is an essential press relations tool. While... Read More

Keep The Publicity Machine Rolling with Reprints

More than half of America skips the Super Bowl, the... Read More

Passing the PR Bar

The public relations bar, should such a proficiency measure ever... Read More

The Story The Media Really Wants

If you're like most of my clients, you're probably interested... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Are You PR-Challenged?

You won't be if you accept a very simple premise.... Read More

Managers and PR Genius

The real public relations geniuses might be managers. You know,... Read More

Marketing-Minded Financial Planners, Create Your Very Own Story to Get Free Publicity

One big mistake that many marketing-minded financial planners make when... Read More

PR: Lets Cut to the Chase

If your key ? that's KEY ? outside audiences don't... Read More

Mind Your Own Business!

And the best way to mind your own business is... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

Whats Your Op-Ed?

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

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

Media Relations: How We Landed on the Wall Street Journals Front Page

Media relations is a great profession.On good days, I earn... Read More