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Missed opportunities?
A crisis brewing?
Anxious about being interviewed by reporters?

You know that a third-party endorsement from the Wall Street Journal or other business medium can make all the difference for your company. You also know that having a good grasp of how to work with the media can help your business or, in a crisis, keep a controversy under control.  Here’s something that can help.

1. Print and keep this interview crib sheet.
2. Next time you talk with the media, review it carefully first.
3. Make sure you have an interview game plan.

• Don’t rush it: Unless a reporter’s up against a tight deadline, you don’t have to be interviewed on the spot.  Set a time; even an hour later can help.
• What’s the story: Tell the reporter you want to know the gist of the story so you can gather information.
• Ask questions of the reporter:  1) How did the reporter happen upon the story? 2) Who else is being interviewed? 3) Who else will be?
• Review your latest materials. Beforehand, create your points and quotes you would like to see in the story.
• Tell the truth. Never lie...it’s not worth it.
• Never go off the record unless you know the media source very well and he/she values the relationship.
• Always participate. “No  comment” carries the stigma of assumed guilt.  Unless there is absolutely no good to come from  the interview, participate.  You will have a say in the outcome.
• Never get mad! It will only make you look bad.
• Feel free to call after a story has run if you have something constructive to say.  Reporters appreciate this.
• Update the reporter if something happens after the story that you may want them to know.