What To Do When the Media Calls
(October 19, 2006)

If The Wall Street Journal calls for an interview with your CEO about a sensitive issue, you probably have reason to be concerned.

In most cases, however, getting a phone call or email from a local reporter or broadcast producer is great news.

It's a chance to build brand awareness about your service, product, program or people - and get out key messages.

Your success when the phone rings depends on preparation. Anticipating issues is key.

Know what topics are hot buttons in your community or region - such as education, healthcare or environmental protection - and determine how your organization or company fits into the story line. Whenever possible, develop brief statements that reflect organizational policies or objectives on these issues so you are prepared when the media calls.

However, despite the best of preparation, some issues turn from minor to major in the blink of an eye. In those cases, here are seven tips on what to do when the media calls.

1. Respond to a reporter/producer in a timely fashion; seize the opportunity. Don't ignore the call or email because it's a sensitive issue.

2. Find out as much as you can about the nature of the story before responding to questions. What exactly do they want to know? Is the focus positive or negative? Who else is being interviewed? Is this a one-time story or series?

3. Ask about the deadline. When is the information or interview needed?

4. Be honest and responsive - if you don't know the answer, say so, and get back to the media quickly with the correct information. If the reporter puts you on the spot, say you will try to reach the in-house expert on this subject and get back to him/her with an answer.

5. Identify key spokespersons in advance - individuals who are media-savvy, articulate and capable story-tellers. Prepare spokespersons with key talking points/core messages before doing the interview.

6. Inquire if the media needs photos, charts, graphs, illustrations, B-roll (background) footage and electronic logos for the story.

7. If you don't know the reporter, do an Internet search on his/her name and find out what he/she has covered, and the tone of the stories.

Do a great job in pulling the story together for the media - and you'll be called again.

-- Vicky Lekovish