Guidelines For Handling The Media

Many leaders and managers, especially those involved with public companies, will at some stage have to deal with the media.

Circumstances for media involvement

The interaction between the leader and media can be initiated in a number of ways. They are:

• Through an organisation initiated press release
  
  
• Through a product or service launch
  
  
• Through an invitation by a public relations representative
  
  
• Through the intended or unintended actions of staff
  
  
• Through the actions of customers or suppliers
  
  
• Through public notices of legal proceedings
  
  
• Through the stock exchange
  
  
• Through regulators
  
  

Contact may be wanted or unwanted. The leader or manager must attempt to maintain and control the message at all times, irrespective of whether the “story” is pleasant or not.

Traditionally, newspapers, magazines, radio and television have been the main means by which to deliver news. Today, the media has more opportunity to get the story out to more people than ever, via more means and more quickly. Pay television news channels, data casting, the internet and email have enabled news to be delivered to an even wider audience more quickly.

Handling the media incorrectly, can immediately pollute or distort the intended message, creating an unwanted story and which can easily develop into a public relations disaster. Mishandling may have the affect that an intended message may be ignored and may never see the light of day.

Understanding the media industry drivers

All forms of media outlet have but one goal. They are after a good story that will interest most people.

To get and hold audience attention, the media seeks a news angle or news peg on which to hang the story.

Do not confuse a news story with facts or truth.

The headline is designed to grab the attention of the reader (or audience) and will use newsworthy elements to do so. This may involve racism, politics, violence, sex, religion, morals and the law.

Newsworthy elements for stories follow basic rules. They are:

• Topical, timing or fad related
  
  
• Human interest, the story is person based
  
  
• Novelty value and freakishness
  
  
• In the local proximity
  
  
• About important or famous people
  
  
• Uses dramatic language
  
  
• Posses a threat to security
  
  
• Uses dramatic pictures
  
  
• Is sexual in nature
  
  
• Is about survival
  
  
• Conflict
  
  
• Emotive
  
  
• Suspenseful
  
  

News elements which survive for long periods of time are likely to contain the strongest angles and so can be used time and again with the minimum of journalistic intervention.

Media people cannot be experts on every topic they cover. Leaders and managers should, therefore, carefully adopt an attitude of assisting the media representative to get their story across.

Media conference handling techniques

If you are the interviewee at a press conference, then it is important to understand what your role is. The interviewee must be prepared to deliver a message according to three basic tasks. They are:

• The major task is to EDUCATE
  
  The journalist is more than likely not an expert, nor to have a background in your related field of expertise. It is up to the interviewee (you) to educate the journalist on the background to the story.
  
  
• The secondary task is to TELL A STORY
  
  Prepare either a press release or statement which is rich with news elements concerning your story. The more news elements the greater the chance your story will be given a high profile.
  
  
• The third task is to attribute EMOTION with the story
  
  As the interviewee, it is your job to communicate your message to the intended audience. To ensure attention, the interviewee must hold the interest of their audience. Don’t be boring. Be prepared to show passion, enthusiasm and share emotion.
  
  

Essential tips

1. Be interesting at all times and be clear
   
   
2. Communication is done person to person, so be relational
   
   
3. Concentrate on and never forget the purpose at hand
   
   
4. Facts and emotion add spice
   
   

Preparation

It is vital to ensure you are well prepared before a media interview. Such preparation must include your knowledge of (or in prepared written form) specific details and facts.

You need to prepare (or even rehearse for) being asked questions based on: what, when, where, which, who, why and how.

Search for and identify those elements that capture the essence of your intended message.

How to prepare for journalistic types of questions

Good journalists would have already conducted research into the subject matter, your business or even you. There are a number of tactics a journalist will use to extract a story, should you be seen as a “difficult or awkward” interviewee.

Journalists will:

• Ask questions in a brief manner
  
  
• Ask questions they believe the man in the street will ask
  
  
• Ask questions that require a “yes” or “no” answer so they can follow up with the question “why” or ”how”
  
  
• Ask one question at a time
  
  
• Ask what, when, where, which, who, why and how questions
  
  
• Will ask the same question in an alternative way if they feel you have not properly answered the original question
  
  
• Can frame questions in a positive or negative way
  
  

Essential tips

1. Listen to questions very carefully
   
   
2. If you need more time (or need clarification) ask the journalist to repeat the question
   
   
3. Don’t speak on a subject you know little or nothing about and say as much
   
   
4. Never ever say anything “off the record”. Treat everything as being on the record because a journalist will
   
   
5. Never comment or say anything confidential in a television studio or radio room at any time. You do not know what is being recorded, even if supposedly off the air
   
   

How to answer questions

• When answering questions, it is imperative to remain as calm as possible and to never lose your cool
  
  
• Always get to the point quickly and don’t waffle
  
  
• Keep your mind clear of any thoughts other than your story
  
  
• Be careful of your reactions to obscure or threatening questions. A good journalist will hone in on your reaction. Just answer the question seriously but immediately follow up with humour at an obscure suggestion
  
  
• Keep your answers limited to three or four sentences or 15 seconds if you are telling a story
  
  
• Having made your point, illustrate by example or give reasons for the story
  
  
• Only make statements and never answer a question with a question
  
  
• Try to relate to the interviewer, not just a camera or audience
  
  
• Your audience is interested in you and what you have to say. Adding tasteful humour is excellent
  
  
• Never end with a moral or trite comment

Paul McLoughlin of Intellectual Dynamics. Paul can be contacted on Phone: +61 3 9744 7553; Email: paul.mcloughlin@bigpond.com or Web site: www.intellectualdynamics.com.au
First published: 19 October 2003.
Last updated: 6 April 2005.