While there isn't always time for extensive media training before you deal with a print or television reporter, there are some basic points to remember to ensure that the experience is a positive one.
1. Lead with your key messages. If you hedge your bets and try to "control" or withhold information, the report will feel that his or her time is being wasted. Get to the point immediately - a reporter on deadline can't wait around for you to back into your message.
2. Set up expectations in advance. It doesn't hurt to ask the reporter what he or she is hoping to get out of the interview - what the angle is-before it starts. You can also ask who the other sources are for the story. It's your right to ask, although that doesn't guarantee you an answer.
3. Be professional. Avoid becoming overly familiar or friendly with a reporter - that's the time when you're likely to be unguarded, and say the wrong thing. If you let a figure of speech or a seemingly innocent remark slip, it's going to come back to haunt you. Keep your demeanor cordial and professional.
4. Be interested and upbeat. No matter what your message is, there's no excuse for a lack of conviction or enthusiasm in your manner. If you're not interested and passionate about what you're saying, why should anybody else care?
5. Relax. Be conversational, speak naturally and maintain eye contact. While overly friendly is a no no, so is being stiff and rigid.
6. Speak responsibly. Realize that everything you say can and will be used to represent your company. If you're not sure about the answer to a question, just say, "I don't know the answer, but I'll be happy to research it and get back to you." The worst thing you can do is guess…or exaggerate.
7. Deliver the bad news first. If there's a problem, crisis or issue, lay it out on the table right away in a clear and straight-forward manner. That will earn you both respect and credibility. Then, follow-up with damage control.
8. Use transitional phrases. Instead of saying something like, "I can't answer that," redirect the conversation by saying something like, "That's one way to look at it. Another is…" or "That's an interesting idea, but what you might want to focus on is…" or "Yes, that's true, but..." This kind of deflection will get you out of deep waters onto safer ground.
9. Be clear about your main message. Don't be shy about saying at the end of the interview, "This is really the most important thing I can tell you…" It gives the reporter a clear takeaway message - whether or not he or she uses it is up to them.
10. Be genuine and sincere.. Stick with what you truly believe, and what you really know. This will come across loud and clear to reporters, and they'll trust you. When they're working on other stories, they will be more likely to call for your input.