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HOW TO
Remember Your Audience and
Lindsay Strand has worked with companies and clients on dealing with the news media for 20 years. She spent years as a political reporter in Minnesota and Illinois. Strand spoke at the CSG-WEST meeting in Santa Fe, N.M., in October, 2009, about dealing with the media. Here are some of her tips.
PREPARE.
Ask for more time to respond. “I think people feel naked and like an open book and like they need to answer everything at that moment. My advice is to really think like a reporter and give yourself time to prepare,” Strand said.
ALWAYS TELL THE TRUTH.
Being dishonest gives your opponent an edge, Strand said, and hurts your credibility.
REMEMBER YOUR AUDIENCE AND SPEAK TO THEM.
Know what you want to say and have three ways of saying it, Strand advises. It’s also important to know what you don’t want to say.
DON’T ANSWER SOMEONE ELSE’S QUESTIONS.
“Often you feel like you need to answer everything,” Strand said. If a reporter asks about another expert’s report, for example, defer those questions to the author of the report. Use phrases such as, “that’s not my area of expertise,” she said.
AVOID EMOTIONAL WORDS.
Don’t use the emotion-laden words that reporters will often use when they ask a question. Here’s an example: The reporter asks, “Wasn’t it just wrong to have fired the author of this report?” Don’t say: “Was it wrong to fire that person? I don’t think so,” according to Strand. Better to say: “The appropriate steps were taken for this situation,” Strand said. “Reporters ask pointed, emotional questions to get succinct and colorful responses,” she said. “When we feel threatened, our natural instinct is to fight back and once you recognize that’s part of their strategy, you have to employ your strategy.”
DON’T GET PERSONAL.
Don’t make it a battle between you and the reporter. For example, don’t accuse the reporter of lying, of not understanding the question or accuse them of not listening the first time. So you wouldn’t want to say, “Let me repeat myself or let me tell you again, you’re not getting it,” Strand said. “Those are just going to insult.”
