While marketing and advertising may give you an edge in rough times, don’t assume that media exposure will help you meet business targets—or even your communication goals.
Prepare for media interviews by reviewing what the reporter has published or aired before. Ask the reporter for draft interview questions in advance.
Most of all, know what you want to say and rehearse it.
The Black Book of Executive Politics tells you how, giving you the moves on offense and defense to prosper in the all-too-real world. Get 43 street-smart strategies!
Follow these six tips to get the main idea you want to convey into an understandable story:
1. Make your answers short. A 10-second sound bite is better than droning on and being cut off midsentence.
2. Never say “No comment,” which sounds as though you have something to hide. Instead, explain why you can’t answer, promise to get back to the reporter and follow through later.
3. Listen closely to the question, and answer thoughtfully. If the question seems to come from a parallel universe, don’t go on the offensive. Instead, say, “Here’s how I see it,” and clarify.
4. Use this kind of “bridging” to move from the interviewer’s goals to yours.
5. Tell stories, make comparisons and offer simple statistics to back up your points.
6. Keep your body language open and friendly.
Find out why style — rather than performance — is the key factor in determining who makes it to the boardroom, and how to appraise your style realistically. Get the guide to the dark side of corporate life
Later, measure not just the amount of media coverage but how well it converts into your goals. Sometimes media exposure can be counterproductive, if an executive is seen as not minding the store.
Finally, keep your media ties strong. Just as in real life, you can’t turn relationships on and off at will. Speak regularly with journalists—not only when a crisis hits—to explain developments in your field.
And remember that the media itself is now in crisis. As the delivery of news and commentary change, hang on for the ride.
— Adapted from Strategic Corporate Communications, Paul A. Argenti, McGraw-Hill.
The Black Book reveals these secrets and more to the game of executive politics...
Get your instantly downloadable copy now!
- How to look like the "person of status" in a group—regardless of your actual job title or rank
- How to arrange an immediate 35% salary jump for yourself and leapfrog across the company's formal salary structure
- Risk your way to the top—how to assess dangers and take smart chances
- Shrewd alternatives when you are faced with a big problem: bypassing your boss
- The virtues of letting your ideas get stolen—on purpose
- And much more!