Though not quite as terrifying as public speaking, fear of talking to the media is common among executives. Many believe it is better to fly under the media radar than to risk a potentially negative article or broadcast report.

 

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Granted, not every press report is favorable. But avoiding the media altogether comes at a significant cost: You miss incredible marketing and positioning opportunities.

 

Balanced coverage in the press offers third-party credibility that cannot be gained through advertising or other forms of marketing. It can position your spokesperson as an authority and enhance the image and reputation of your company among opinion leaders, influencers, decision-makers, customers, prospects and investors. Not to mention building enthusiasm and morale among employees.

 

Learning how to effectively deal with the media is at minimum a valuable career-enhancement skill, and at best a potent marketing tool. The recommended course of action is to participate in a media training program taught by experts. You will learn how the media work, how best to prepare for interviews, how to exert control in interviews, and how to answer questions so that you get your key messages across to the reporter – and in the resulting coverage.

 

Following are a few initial tips on how to approach an interview with a reporter:

 

Prepare – As with most things in life, the more you prepare, the better you will do. Knowing the subject of the article, the background of the reporter and publication, and developing your key messages will go a long way toward ensuring a successful interview.

 

Stay “on message” – Develop three central points (“key messages”) that you want to communicate in the interview and take every opportunity to deliver them. Make the most important point first, then provide supporting facts, and so on. End the interview by reiterating all of your key messages.

 

Don’t evade – Never say “no comment.” It gives the impression that you have something to hide, even if you don’t. Instead, explain why you aren’t able to answer the question. (“That’s proprietary company information.” “That’s a matter that is currently in litigation…”) Make it company policy not to comment on rumors or speculation – and keep to that policy.

 

Be simple, clear and positive – Always give more than a yes or no answer. Provide context, avoid jargon or technical words, and be careful of using acronyms without explaining their meaning. Don’t repeat negative words that may be included in the question. (We all remember President Nixon’s answer to a reporter’s question of whether he was a crook. Nixon: “…I am not a crook.” He could have – and should have – said, “I am a law-abiding, upstanding citizen.”) While it’s also never acceptable to lie in an interview, you get the idea.

 

Be quotable – Reporters are looking for good quotes. Use analogies and anecdotes to illustrate your point. This is especially true for interviews with print publications that need to create visuals through words. (Recent example from Fortune : “The trouble with Keough is that he wants to be the bride at every wedding and the corpse at every funeral.”)

 

Is this thing on? – Never comment “off the record.” You’re always on the record, even when the reporter puts his or her notebook or tape recorder away. And don’t forget: Every microphone is live. So if you’re doing a TV or radio interview, avoid saying anything – even when you are off-air – that you do not want to hear broadcast later.

 

Stay alert – Many interviews take place over the phone, which can cause you to take a more lax attitude than if they were in person. Stay in the moment, and focus on the interview. Don’t read e-mail or divide your attention in some other way. Standing up is also a good idea; it helps you stay relaxed and often allows you to be more animated.