Don't fear the media. Simply be prepared when a reporter calls.
• When a reporter calls, ask her to clarify what the story is about and what kind of information she is interested in getting from you. (In other words, find out if she has an agenda for the discussion.)
• Ask the writer to send you her questions before the interview. Doing so allows you to think about your answers and be prepared with a thoughtful response.
• Make some notes about key points you want to make during the interview. That way, you won’t forget any specific item that is important or get side-tracked by a question. Throughout the interview, if it is appropriate, try to rephrase your key points several times to ensure the writer is clear about your viewpoint on the subject or the facts you want to present.
• Speak slowly. Remember that the writer is taking notes and trying to write down what you say. Keep your sentences short, too, and avoid rambling. The reporter will have limited space in which to develop his story, so he won’t have room for long quotes. (The reporter may also be recording your conversation—and should say so immediately—and will still need to go back and re-listen to get your quotes.)
• Understand what “off the record” means—and implies. Telling a writer that a comment is “off the record” doesn’t mean the writer won’t publish your response unless she agrees to the practice. Instead of relying on that clichéd statement, simply decline to answer the question. (See the next point for more advice…)
• If you don’t have an answer to a question, just say so. Whether you are uncomfortable with a question or simply don’t know the answer, just tell the writer you will need to get more information before you can reply. Ask him for an email address where you can send a response if you prefer.
• Think about possible questions ahead of time. You won’t be surprised at any questions if you anticipate what you might be asked. If you are asked a question you didn’t expect, stay positive and avoid being defensive or declining to comment. (The writer—or the reader—may assume you are hiding something with that reply.)
• Be confident, friendly and positive. You are the expert on the topic, and the writer is relying on you for info. So you shouldn’t be fearful or nervous.
• Ask to review the article before publication. Most writers won’t agree to the request, but sometimes—especially if an article is technical in nature and the writer might misconstrue some complicated aspect—he may say yes. After all, it is to the reporter’s advantage to make sure the information is accurate.
If you still are worried about saying the wrong thing when speaking to a member of the press, feel free to contact me. I would be happy to consult with you and help put you at ease before you face the media. (Having been a reporter/writer/editor myself, as well as a director of communications who had to answer questions from media outlets such as the Washington Post and National Geographic, I’ve worked on both sides of the fence. I know what kinds of questions to expect and can provide you with insight regarding what a reporter might be specifically wanting when interviewing your specific business.)