| It's a typical day at the office. You are | | | | make it fit what you do know. Be the expert |
| doing what you usually do, which is pretty | | | | on your own world. When a question is too |
| much, well, everything. Your phone rings. | | | | broad for your liking or outside your scope, |
| You debate answering. Do you really need one | | | | reign it in. For example, "The economy in |
| more problem dumped on you? You consider | | | | general is anyone's guess, but I can tell you |
| letting it go to voicemail. Then, | | | | what I see here at our company and with our |
| responsible soul that you are, you pick it up | | | | customers."3) Stick your neck out. Make a |
| and say hello.Turns out it isn't one of your | | | | prediction. The dirty little secret about |
| direct reports or one of your clients or | | | | predictions is that unless you are the |
| vendors. It's a reporter. "Hi, this is | | | | chairman of the Federal Reserve Bank, no one |
| Francine Smith with Your Industry Magazine." | | | | is going to go back later and check to see if |
| Your heart races and your stomach feels | | | | you were right. You stand to gain far more |
| hollow. "I'd like to ask you a few questions | | | | by being reported on as someone with a |
| about what's going on in the industry."We | | | | perspective than you do by being silent, even |
| know we want coverage. We think, wouldn't it | | | | if you turn out to be wrong. Predictions |
| be great if the press called us up instead of | | | | are an engaging sport for media. Think of |
| us having to send out press releases that | | | | the number of articles written every January |
| never get picked up anyway. We all have | | | | about predictions for the coming year. We |
| visions of the rest of the world valuing us, | | | | read them and perceive those quoted as expert |
| our companies and our contributions. But | | | | resources, worthy of visibility, but no one |
| what happens when a reporter really is on | | | | goes back at the end of the year to see who |
| line one? A blessed few can pick up the | | | | was wrong. Those who have opinions about the |
| phone and say brilliant things. The vast | | | | future make the story; those who play it safe |
| majority of us panic.When we are caught | | | | get cut and don't get called again.4) Use a |
| completely off guard, the cortisol kicks in | | | | cheat sheet. What are three things about |
| and we go blank. We freeze. It's like the | | | | your company that the general public would |
| man-in-the-street interview. There are a | | | | find interesting or want to know? What are |
| small select few who are comfortable, but | | | | three things about yourself? What are three |
| most people get that wide-eyed, | | | | opinions you have? Take out a piece of paper |
| deer-in-the-headlights look. All it takes is | | | | and list them. Then stash the page in the |
| a camera, a microphone in our faces, or even | | | | top drawer of your desk. It's your security |
| just a reporter on the other end of the phone | | | | blanket. Keep it right there and if you are |
| line, and we lose our ability to think and | | | | ever caught off guard by a media call, pull |
| speak.So what's one to do? The reporter's on | | | | it out. You'll have the comfort of knowing |
| the line, ready to ask questions, and you are | | | | you've got something to say while the |
| completely unprepared. Here are a few | | | | cortisol dissipates and your mind catches |
| failsafe tips for just that situation:1) Buy | | | | up.When the press calls, respond. See what |
| time. Ask the reporter what the focus of her | | | | they are writing about and when their |
| story is and when her deadline is. Sometimes | | | | deadline is. Don't hem, haw and hedge. Take |
| the media needs a comment right that instant, | | | | the opportunity presented to you and reap the |
| and sometimes they've got the luxury of a few | | | | benefits of being a visible, expert |
| days. Just an extra hour or two is probably | | | | resource.This article is provided courtesy of |
| all you need to gather your thoughts. Don't | | | | and may be reprinted provided this courtesy |
| say you want time to think; simply suggest a | | | | notice with the author name and URL remain |
| later time. For instance, you might say, | | | | intact.Cheryl McPhilimy provides visibility, |
| "I've got a break in my schedule at 3; shall | | | | communications and media relations coaching |
| we talk then?"2) Narrow the world and comment | | | | and consulting to companies and individuals |
| on what you know. No one can know | | | | in various industries. |
| everything, so adapt a reporter's question to | | | | |