We’ve all seen examples of media relations nightmares – interviewees who go on live national television and provide incorrect information, come off unprofessionally, or have no clue how to answer even the easiest questions. The result? A publicity nightmare. When this happens, you have to ask yourself – did they prepare for the interview in advance? If so, how could they have done better?
The seminar, a first for the EMBA program, included educational presentations and one-on-one video interviews designed to illustrate proper – and improper – ways to respond to difficult questions. Students also participated in robust discussions about the relationship between corporate America and the media, as well as learning the impact of the media on audience perception and business vitality, the importance of media relations, the evolution of media platforms and how to identify “friendly” versus “hostile” media.
Media training is a critical part of any executive’s professional development. Whether launching a new product, delivering quarterly earnings statements or reacting to a crisis situation, every business leader should be well-versed in presentation skills, key message delivery and handling the difficult questions.
Take some time this week to ask yourself – are you prepared for the hard questions? Do you have a succinct answer to the “softball” questions that can be easily quoted in an article or used as a sound bite in a broadcast piece? What do your body language and facial expressions tell others before you even say a word? Do you know the tricks for making sure your key messages don’t end up on the editing room floor?
When it comes to today’s media, you’re either distinct, or you’re extinct. Skillful preparation makes all the difference.