If you’re in a leadership role in your organization, speaking with reporters is a skill set you’ll want to have. Whether you help ready others for interviews, or take the spotlight yourself, engaging the media gives you an important tool to reach your target audiences. Communication studies have shown consumers are more likely to trust third party sources than if you send your message to them directly (i.e. through paid advertising).

Before you engage, you’ll want to remember a few guidelines about interacting with reporters:

1.) Reporters are not your friends, but they’re not your foes.

Reporters from legitimate news outlets want to get it right. Despite it being almost a badge of sophistication these days to bash the media, the vast majority of reporters are focused on telling a story, not damaging either their reputation for accuracy or that of the media outlet they work for. The vast majority especially in legacy media also have standards to meet, bosses to report to, reviews to pass through, and no wish to close off access to sources or answer to their boss for the need for a correction over sloppy reporting. Develop relationships with the media and the reporters you think follow those standards.

2) Know what you control.

You control access and you control what you say. You do not control what reporters write, the questions they ask, or who else they speak with. However, you can influence the things you DON’T control. (i.e. You can suggest others for the reporter to speak to and you can provide quote worthy responses and soundbites.)

3.) If you say it, make sure it’s true.

During an interview is not the time to “wing it”. If you aren’t sure or don’t want to have something quoted, don’t say it. If you’re prepared in advance, there should be no unexpected questions.

Yes, I’m going to suggest you call us for media coaching to help you prepare for those media interactions, but however you prepare, do find a way to engage with the media. Positioning yourself and your organization as a thought leader doesn’t happen by accident. Prepare for the responsibility as you’ve prepared for everything else that let you there. (And the consultation is free.)