Lights, Camera & Action!

Nothing strikes fear in the heart of mortal businessmen more than when an IRS agent with a badge or a TV crew with a camera show up at your place of business.
Those of you who are in the public eye should be ready to deal with the press.  Accepting accolades is easy, but when problems arise you must be able to present your side of the story. Your presentation to the press must be accurate, articulate, and most of all… calm.

What happens if you are caught off guard?  This is a tactic that the press may use to their advantage. Generally something happens that you know nothing about.  You are in your office and reporters appear at the door, cameras shouldered, lights blaring, microphone in hand, asking for a statement.

First, do not panic. Welcome them into your office or workplace. Hear what they have to say. If you are able to comment, do so.  If not, ask for time to check on the facts of the problem. In no case be disrespectful, angry, or argumentative. A harsh expletive will play for days on your local radio or television station. Remember, they are doing their jobs. On the other hand, a rude or accusatory tone from a reporter must be dealt with immediately. Let them know you are willing to assist but there are two sides to every story.

Gather your facts and face the members of the press. It would be best to open with a statement as to your company’s position. Many times your opponent has made a case and you are on the defense. You don’t have to stay there. After making your opening remarks, open the floor for questions. If the charges against you are outlandish they call for clear, concise answers. Also, tell the press that you want to be quoted “in context.”

If you have a video camera or audio recorder, record the interview yourself so you’ll have a complete record of the proceedings if questions of context ever arise. Remember a half hour interview will most likely be reduced to a fifteen to thirty second sound bite on the evening news or a fifty word quote in a newspaper article.
Never deal in ambiguity, stick to the facts as you know them.

Remain calm and in control. Remember, this is your turf and you are in charge of the interview. If you do not understand the question, ask for it to be repeated. This will also give you time to think and form your answer. If a reporter continues to badger, you simply defer the question by saying, “I will be available to answer individual questions after the news conference.” And make yourself available.

You should be able to represent yourself adequately by being up-front and fielding the questions put to you. If you still find yourself on the defensive, simply tell the press you must assemble more information to answer all of their questions. Reschedule to another time – keep your word.

Above all, tell the truth.  You can be assured of accuracy in your statements from other conferences or interviews.