At some point, almost every company comes in contact with the media. You might have a new product or service that deserves media attention. You might be involved in a crisis situation and the media comes to you for information and answers. No matter how it seems, you and the media are really on the same side. You both want the public to have the information they need to make an informed decision.

Here are some ways to make your media experience more productive.

First and foremost -- be prepared.

• Determine the most important points that you want or need to make. You can't share everything so decide what the reader, listener or viewer needs to know. Condense your issue into two or three key messages of a few sentences each and keep it simple. That way the audience and/or reporter will be able to remember it more easily.
  
  
• Remember the "who, what, when, where, why and how" that you learned in your high school English classes. They're still key elements for journalists. Use them as guidelines in preparing your messages and answers.
  
  
• When possible, include some compelling quotes, personal stories and anecdotes. Talking in terms of people rather than statistics, helps the audience identify with you and, in turn, your message. It goes without saying that your data must be accurate and verifiable because reporters will check.

• It's especially important to be ready for those sensitive or negative questions. You can guess what they'll be. Decide now how you're going to answer them. Rehearse until you can respond smoothly and easily, but don't memorize your answers word-for-word or they will sound that way. Do your rehearsing OUT LOUD and in a role-play situation if possible. This will enable you to remember more quickly and easily when you're in the actual interview.
  
  
• Practice making transitions or bridges from the question you're asked to the key messages you've prepared to deliver. Turn the question to your advantage. It's called "spin."
  
  
• Sometimes it helps to rehearse in front of a mirror. Even better, put yourself on video tape and then review it as objectively as possible. If this were your best friend, what would you tell him or her? How's your posture? Do you look confident? Is your face reflecting the message? Do your gestures support or detract?
  
  
• Make sure your voice is comfortably pitched and paced. When your voice gets high and you race through your answers, people assume that you're nervous and your credibility suffers. Yes, you only have a few minutes and you have a lot to say, but it's better to say less, better.
  
  
• When speaking, be clear, concrete, concise and don't be afraid to take pauses. This can be difficult for people who aren't used to presenting. Pauses help the audiences get the information in "chunks" and give the reporter those all-important "sound bites."
  
  
• Rehearsal is also a good time to think about your appearance. Be aware that certain clothing patterns will "strobe" on TV. To be safe, stay with solids. Also, diagonal and vertical lines are better than horizontal ones. Adapt your attire to your message. Politicians are very good at this. They'll wear a business suit before a group of bankers, but an hour later will have on a sweater or golf shirt at a community picnic.

• Remember that they're your friends. When you establish rapport, you and your company become the "go to" source when other, similar information is needed. One of my clients owns a chain of health food stores. Anytime there is a new dietary fad, the media immediately asks her to comment. They know that she'll give them straight answers and good sound bites.
  
  
• You want to be as easy to work with as possible, so make sure that you return media phone calls quickly and meet their deadlines. If you contact them and they don't respond, persist gently but then drop it. There will be another time. Although your issue is at the top of your mind, it probably won't be top of the reporter's. They cover a LOT of issues. Help them understand the facts and the reasons why your story is a good one to cover.
  
  
• If you don't understand a question ask for clarification. If you don't know an answer, say so and then get the information. Don't try to "fake it." However, even more important is to know when to STOP talking; especially in a crisis situation. Too many words could cause you to be misquoted or send the interview in a completely different direction.

*****Candice M. Coleman, Ph.D. uses presentations, coaching and learning resources to help business executives and others have more presence, influence and authenticity in their communication. She can be reached by phone at 314-621-9228 or on the Web at www.SayItWell.com.

© Say It Well! Inc. 2002. [Permission is granted to reprint this article provided that complete bio and contact information are included and that a copy of the publication is sent to: Say It Well! Inc., 1822 Hickory Street, St. Louis, MO 63104.]