Those speaking on behalf of their companies or organizations often dread media interviews more than any other kind of public speaking. Reframing the understanding of media interactions could help those same executives prepare to make the most of those opportunities. Here are just a few suggestions from your on-call media trainer, to help any senior leader prepare to meet the media:

1.) You’re not there ONLY to answer questions.
As a former reporter, of course I’m not going to advise you to avoid answering reporters’ questions. That doesn’t mean you’re in the spotlight only to be led by them. The truth is that every reporter assumes you have something you want to say. That’s called a message. Why would you sit down for an interview without one?

2.) It’s not about the reporter.
You’re not there to speak to a reporter. You’re there to reach a much broader audience through the reporter. Don’t be distracted by the person asking the questions. Focus on the audience reading, listening or watching the interview. Do you know who you’re speaking to, why, and what your message is?

3.) There is no “context”.
How many times do we hear subjects of interviews complain afterwards they were “taken out of context”? Of course, your interview will be edited if it’s not live. Reporters aren’t stenographers. Everything you say needs to stand on its own merits and be understood without further explanation. If you “had to be there” to understand your answer, learn to deliver answers that don’t need intervention to be understood.

4.) Do interviews anyway.
No one can speak for you or your company like the person responsible for its decisions. NOT speaking to the media is a missed opportunity to own your story, which will be supplied by others if you neglect it. What CAN you do to make sure you’re media ready? Call for a free consultation: www.thepincusgroup.com