6. If a TV news crew "ambushed" you outside your office with accusations of wrongdoing, would you know what to do?
We’ve all watched those “investigative” TV programs where the reporters chase nasty business executives down the street to their cars, or push into the reception area and film the administrative assistants, corporate security guards and managers trying to usher them out of the premises. Invariably, they all come across as evil incarnate. Great fun.
But, what if it was you caught in the lights? Would you know what to say and do so that you looked less guilty? Do you know how to anticipate media interest and stick to key messages? Do you know how to avoid common journalistic traps and interrogation techniques? Do you know how to communicate on camera so that you look honest and fair minded?
The “ambush interview” is rarely the first choice of most journalists. So, you would be well advised to respond to early interview requests in an effective way. Simply brushing them aside or refusing to call back is not likely to serve you well in most instances. Everyone in your organization who might be expected to speak with the media should undergo formal media training from a media relations expert. Being an effective spokesperson is a skill that can be learned and must be practiced. Don’t try to “wing it” – especially, in a crisis. Invest in this type of training now, before you’re in crisis, and it will be useful if something bad happens. Even if nothing bad happens, a trained spokesperson can turn an innocuous media opportunity into a powerful communication tool – while an untrained spokesperson can turn that same opportunity into a disaster.
