“QUICK TIPS FOR “KEEPING COOL”
A monthly e-zine on crisis management brought to you by Judy Hoffman

Quote of the month: “It is bad manners to talk when your mouth is full — and your head is empty.” — Anonymous

DON’T JUMP INTO THAT POOL WITHOUT TESTING THE DEPTH OF THE WATER!

The phone rings. It’s a reporter on the line.

“Hi! It’s Jim Burton from The Daily Chronicle. I was wondering if you would answer a few questions for me?”

Your first response may be an expression of disgust unprintable in this high-class e-zine. Or it could be an immediate stomach-cramping feeling of dread.

But then you remember your media training or articles you’ve read that emphasize how counter-productive it is to stonewall the press. You’re reminded that the reporter will usually write the story anyway and you’ll simply lose your opportunity to shape it or at least provide your side.

So you gulp hard and say, “OK, shoot. What can I help you with?”

Right? Not really.

Before you agree to an interview, it is reasonable and prudent to ask a few questions of your own. For example:

1. Ascertain exactly to whom you are speaking: If it is a local reporter with whom you are familiar, fine. If it is a news outlet you know but you don’t recognize the reporter, tell him you are in the middle of something urgent, take his number, call back on the media outlet’s general number and ask for that reporter by name. If it is a publication or station you’ve never heard of, try first to get some more information about it through the web or by asking around. You may choose not to talk to an underground “rag” or the “editor” of his own web site magazine.
2. What is the story he is working on? Before you jump right into answering questions, if he doesn’t volunteer what he is looking into, ask about it. Phrase it positively, not defensively. “Of course I’ll try to help you, but can you give me an idea what this is about so I can be of more assistance?”
3. What are some of the issues he will want to cover? The reporter may even appreciate this question if you tell him you want to determine who on the staff would be the most helpful person for him to interview. (Note: this assumes that you have had your various subject matter experts who might be called on in this way media trained!)
4. Determine who else the reporter has spoken with or plans to speak with: That will give you an important clue as to the slant of the story so you can prepare more effectively.
5. Find out his deadline: A reporter will usually appreciate that you are concerned about this. It is an indication that you intend to cooperate and you are sensitive to his needs. It will give you some time to check things out and possibly get more valuable information.

A word of caution: DO NOT ask a reporter if you can see the questions ahead of time! No reporter worth his salt will agree to this. They will resent your asking AND refuse to do it. It makes you look defensive — like you need time to “spin” your answer instead of being able to spontaneously answer the questions honestly. Not a good way to start off.

There is no guarantee that a reporter will answer #3 and #4. But, if phrased non-combatively, he just might and it will be immensely helpful as you prepare for the interview. It doesn’t hurt to try. You may well regret it if you don’t make the effort.

SPECIAL NOTE: It seems that most of my subscribers are not anxious to share their media nightmares. There was only one entry — a fellow I met at the American Chemistry Council’s Responsible Care Conference in Florida several years ago. He told of receiving a phone call from a reporter who asked if it were true that the plant where he worked was making goat-head soup!

Until next time…KEEP COOL!

Copyright (C) 2004 JCH Enterprises