Scoble Turns Flack
Robert Scoble posts a great, common sense list of tips for handling yourself in a press interview.
Simple. Easy to remember. Right.
Good job. Anyone would think he used to be a journalist, or something ;-)
He also asks: "Anyone else have good ideas for dealing with the press?"
Sure. Here’s a few of the things I usually tell clients, starting with what I think is the number one cardinal rule of media relations:
Nobody can control the outcome of a media interview. But you can influence the outcome by knowing what to do and what not to do.
The one thing that you can and should control: your mouth.
(Been quoted saying something you’re not comfortable with? Well you probably shouldn’t have said it then...)
This is harder than it sounds, I know – but Robert’s 5th point helps: "Speak slowly and thoughtfully and with short sentences."
Beyond that, here’s some more of my favourite tips, in no particular order:
1. Always call reporters back promptly
– Their lives are ruled by deadlines - help them out.
– Whether it’s good or bad – always return the call.
– Every interaction is a data point – if you don’t call back, what does that say about your company?
– You don’t need to engage in the full dialogue until you are ready.
– Gather information, show respect for deadlines, buy time.
– Never duck a call – you forfeit the opportunity to influence the story.
2. Always be prepared
– Do your research
– Find out about the journalist, the publication, any skeletons recently tumbled out of corporate cupboards...
– Prepare and review some key points you want to make.
– Anticipate questions (negatives & positives).
3. Set the tone at the outset
– Remember it’s your story - there's no one better able to tell it than you: so be the storyteller.
– Tell them your story, the whole of your story (and nothing but your story).
– Don’t wait for that one right question to come along – get your point over.
4. Deliver your key points with conviction
– Cherry-pick on trigger words in the question, then figure out what you really want to say.
– Try not to sound like a robot parroting sterilized corporate speak.
– Dialogue is interesting. Rote monologue isn’t.
5. Don’t EVER repeat a negative from a reporter’s question
– Return to your key points.
– Listen carefully and don’t get baited.
– If you don’t like what you just heard – imagine reading yourself saying it.
6. Scale your responses
– Compress your first answer into a single sentence.
– Pause. Then elaborate if needed.
– Know when to shut up. If you’re in a hole: stop digging!
7. Be aware of body language
– If you’re on the phone, and think it could be a tough one: stand up.
– Get comfortable, but don’t slouch.
– Keep your energy up.
8. Always assume you are being recorded
– It’s a good thing. Trust me. Don’t expect to be asked.
9. There is no such thing as "off the record"
– Every moment is on the record – from the reception desk to the farewell handshake.
– Every interaction is a data point, remember?
– Even if your name isn’t used, your comments will still colour the story.
– If you can't or don't want to say it on the record - don't say it.
10. If you don’t know - don’t try to answer
– Don’t be afraid to admit what you don’t know rather than faking it.
– Don’t get drawn into speculation – but offer to find out the answer.
– Never lie. Never bluff.
Still not comfortable? Book some media training. Apparently there's some double-barrelled Irish fella in Toronto who can help you out with this bit :-)
Simple. Easy to remember. Right.
Good job. Anyone would think he used to be a journalist, or something ;-)
He also asks: "Anyone else have good ideas for dealing with the press?"
Sure. Here’s a few of the things I usually tell clients, starting with what I think is the number one cardinal rule of media relations:
Nobody can control the outcome of a media interview. But you can influence the outcome by knowing what to do and what not to do.
The one thing that you can and should control: your mouth.
(Been quoted saying something you’re not comfortable with? Well you probably shouldn’t have said it then...)
This is harder than it sounds, I know – but Robert’s 5th point helps: "Speak slowly and thoughtfully and with short sentences."
Beyond that, here’s some more of my favourite tips, in no particular order:
1. Always call reporters back promptly
– Their lives are ruled by deadlines - help them out.
– Whether it’s good or bad – always return the call.
– Every interaction is a data point – if you don’t call back, what does that say about your company?
– You don’t need to engage in the full dialogue until you are ready.
– Gather information, show respect for deadlines, buy time.
– Never duck a call – you forfeit the opportunity to influence the story.
2. Always be prepared
– Do your research
– Find out about the journalist, the publication, any skeletons recently tumbled out of corporate cupboards...
– Prepare and review some key points you want to make.
– Anticipate questions (negatives & positives).
3. Set the tone at the outset
– Remember it’s your story - there's no one better able to tell it than you: so be the storyteller.
– Tell them your story, the whole of your story (and nothing but your story).
– Don’t wait for that one right question to come along – get your point over.
4. Deliver your key points with conviction
– Cherry-pick on trigger words in the question, then figure out what you really want to say.
– Try not to sound like a robot parroting sterilized corporate speak.
– Dialogue is interesting. Rote monologue isn’t.
5. Don’t EVER repeat a negative from a reporter’s question
– Return to your key points.
– Listen carefully and don’t get baited.
– If you don’t like what you just heard – imagine reading yourself saying it.
6. Scale your responses
– Compress your first answer into a single sentence.
– Pause. Then elaborate if needed.
– Know when to shut up. If you’re in a hole: stop digging!
7. Be aware of body language
– If you’re on the phone, and think it could be a tough one: stand up.
– Get comfortable, but don’t slouch.
– Keep your energy up.
8. Always assume you are being recorded
– It’s a good thing. Trust me. Don’t expect to be asked.
9. There is no such thing as "off the record"
– Every moment is on the record – from the reception desk to the farewell handshake.
– Every interaction is a data point, remember?
– Even if your name isn’t used, your comments will still colour the story.
– If you can't or don't want to say it on the record - don't say it.
10. If you don’t know - don’t try to answer
– Don’t be afraid to admit what you don’t know rather than faking it.
– Don’t get drawn into speculation – but offer to find out the answer.
– Never lie. Never bluff.
Still not comfortable? Book some media training. Apparently there's some double-barrelled Irish fella in Toronto who can help you out with this bit :-)
