As the CEO of your business, you will very likely find yourself in the media spotlight some time in the future. The best news is this. You can make the most of your Media Moment by being well prepared.
If you work on your key messages from today, you’ll have them ready to go at any time; and well before journalists call you for comments, explanations or insights.
Three essential areas help you to prepare key messages. They are:
- What you will say,
- Why you will say it, and
- How you will say it.
Use them each time you meet the media.
What you say
When you are ‘on the spot’ or ‘in the spotlight’, it’s too late to be thinking about your message.
It makes sound business sense to know what you want to say well before any media event. You can start your planning right now. Simply jot your ideas down on real or virtual paper.
Here are some questions to prompt your thoughts:
History and contribution
- What have you done in your life and how did you start in this business?
- How have you and the business progressed?
- What have you brought to the industry?
- What makes your business different from others? Why is that so? )Yes, you’ve heard this one before, it is in your marketing plan.)
- What do your customers say about your business– and why?
- Have you been in the news before– and why?
Reasons for media attention
- What are some current industry conditions and how would you respond to them?
- What are the most likely events that will catapult you into the spotlight or put you on the spot?
- What are the contentious issues in your industry and what is your stance on them?
- What business actions have you taken that could lead to media attention?
- Are any of your past or present staff, your customers or suppliers attracting media attention? What are your responses to this?
Reasons for contacting the media before they call you
Well, why not!
If you believe you have something newsworthy to say, something that will contribute to your industry’s growth and stature; something that can add value to the community; something that will change people’s perceptions from negative to positive; then plan your message and have your say.
Good news stories make it into print and radio, and when they do, they spell instant attention and deliver great profile.
There is a caveat here. You must prepare your good news story really well and stay relaxed and confident when faced with probing, confrontational questions.
Why you say it
When you prepare each key message, know the reasons why you will use each message. To flush them out, keep asking yourself ‘Why is this so?’ as you capture your thoughts.
You can also examine your message from various perspectives. For instance, consider the business case, the staff’s views and what your customers and suppliers would say on this particular matter.
Think about the regulatory conditions and industry-specific challenges and opportunities faced by the business, and you, as its leader. There could be some reasons hidden within that.
Always know exactly how the reasons work for, and against, support, challenge, undermine or enrich your message. That way you will be prepared for off-side questions that journalists are so good at asking!
By doing the hard work beforehand, you will be able to demonstrate that you have thought about what you will say from a variety of perspectives. It will help you say what you want to say and, more importantly, avoid what you don’t want to say when you are interviewed.
Chances are you will broaden the view of the readers and listeners who are constantly exposed to right/wrong rather than multiple-choice thinking.
How you say it
Your delivery style affects the interviewer’s interpretation of the message. That interpretation will change the way the words appear on the page and will influence the listeners’ responses to your message.
For instance, if you use a quiet, flat voice you will sound uncertain, tentative and reluctant– and you’ll set yourself up for some fierce questioning from your interviewer.
Journalists are skilled at noticing weak spots in under-developed content and poor delivery styles. They will take the gap you give them and drive into it without mercy.
Once you have worked out your message and the reasons for it, practise it out loud.
Know how to say the same thing in several ways, using different words. Recognise your confident voice, determined voice, patient, friendly ‘now I’ve said this before’ voice. Test and polish your style.
Have the last word
Keep these in mind when preparing for your Media Moment:
- There is no such thing as ‘off the record’ – just don’t say it!
- Find the silver lining - make positive rather than negative statements, particularly when dealing with politically sensitive information.
- End on a positive note.
- Use short sentences filled with active verbs and action words.
- You can repeat what you have said – after all, you’ve invested your time and practised it a few different ways, why not use it!
- Avoid speaking conditionally – words like ‘if’, ‘perhaps’, ‘maybe’ make you sound uncertain.
- Frame what you will say before saying it e.g. ‘Five key points come to mind on that question. They are–’
- Deliver those key points as a short list.
- Make sure that your closing statement captures your key message.
- That statement needs to be short, direct and finished with a full stop in your voice.
Remember that the media is hungry for news and that, most of the time, it is bad news that sells newspapers and radio spots. BUT good news snippets stand out from the rest. Make your news great news!