Susan Battley is an internationally renowned psychologist, CEO coach and author with more than 20 years of experience working with world-class leaders and executives here and abroad. Her clients include JP Morgan Chase, Jones Apparel Group, Olympus, and Brookhaven National Laboratory.
"Fast Focus on Success," her radio program on leadership excellence, was commended by the Clinton White House Office of Science and Technology. Her most recent book is Coached to Lead: How to Achieve Extraordinary Results with an Executive Coach (Jossey-Bass, 2006).
A respected media resource, Susan has been featured in numerous outlets including the New York Times, Wall Street Journal, CNN, CNBC, National Public Radio, Chief Executive, Harvard Management Update, and Entrepreneur. I'm so pleased that she is going to share a bit about her media experiences.
LA: Susan, you’ve worked with newspapers, journals, radio and broadcast reporters. Do you have a preference of format? Which has been the most effective for you?
SB: From a cost-benefit perspective, my preference is for print media, including the web. Why? First, because my clients, who are typically senior decision makers and subject matter experts - prefer the written word. Second, print has a long "shelf-life" and makes for easy accessibility via the web. Thanks to search engines such as Google and Yahoo, anyone can check my expertise and "body of work" via newspaper and magazine article archives. Finally, the fact-checking process used by many magazines and periodicals before going to press affords a level of accuracy that often isn't possible with radio and television reporters, especially in "breaking news" situations.
LA: What are lessons you learned the hard way?
SB: Always assume that everything you tell a reporter is "on the record," especially if this is your first interview with him or her. For radio and television segments, be sure you clarify with the producer and interviewer before the interview any issues or topics that you cannot - or will not - discuss. For example, if you don't want your corporate clients to be named on-air, you'd better point this out in advance.
LA: That's a good suggestion and a request that ethical reporters will honor. Susan, do you have a secret for coming up with a soundbite?
SB: I try to hone my message or commentary into bullet points. I also try for pithy alliteration, such as the phrase: "leadership, not lawyering" to describe effective crisis management.
LA: That's helpful for journalists and listeners alike to remember your points. You have a great new book out, Coached to Lead. Will you continue to use the media as part of your strategy for publicizing the book and your coaching services?
SB: Of course. But I believe that being an expert resource to the media comes first. After all, they are looking for content that's of value and interest to their audience.
LA: We are, and we get turned off by people who only want to repeat the title of their book and not offer content. But turnabout is fair play. Since you coach executives, what is one aspect on which you’d like to coach reporters?
SB: Honor any and all promises made, or say up front that you can't offer a specific assurance or guarantee so that I can decide accordingly.
LA: Thanks for your time, Susan. Now that we shared the serious content, I want people to know that a smart person like you with two doctorate degrees can be a lot of fun. So I'm posting the photo of when you and I went out to dinner last summer!
"Fast Focus on Success," her radio program on leadership excellence, was commended by the Clinton White House Office of Science and Technology. Her most recent book is Coached to Lead: How to Achieve Extraordinary Results with an Executive Coach (Jossey-Bass, 2006).
A respected media resource, Susan has been featured in numerous outlets including the New York Times, Wall Street Journal, CNN, CNBC, National Public Radio, Chief Executive, Harvard Management Update, and Entrepreneur. I'm so pleased that she is going to share a bit about her media experiences.
LA: Susan, you’ve worked with newspapers, journals, radio and broadcast reporters. Do you have a preference of format? Which has been the most effective for you?
SB: From a cost-benefit perspective, my preference is for print media, including the web. Why? First, because my clients, who are typically senior decision makers and subject matter experts - prefer the written word. Second, print has a long "shelf-life" and makes for easy accessibility via the web. Thanks to search engines such as Google and Yahoo, anyone can check my expertise and "body of work" via newspaper and magazine article archives. Finally, the fact-checking process used by many magazines and periodicals before going to press affords a level of accuracy that often isn't possible with radio and television reporters, especially in "breaking news" situations.
LA: What are lessons you learned the hard way?
SB: Always assume that everything you tell a reporter is "on the record," especially if this is your first interview with him or her. For radio and television segments, be sure you clarify with the producer and interviewer before the interview any issues or topics that you cannot - or will not - discuss. For example, if you don't want your corporate clients to be named on-air, you'd better point this out in advance.
LA: That's a good suggestion and a request that ethical reporters will honor. Susan, do you have a secret for coming up with a soundbite?
SB: I try to hone my message or commentary into bullet points. I also try for pithy alliteration, such as the phrase: "leadership, not lawyering" to describe effective crisis management.
LA: That's helpful for journalists and listeners alike to remember your points. You have a great new book out, Coached to Lead. Will you continue to use the media as part of your strategy for publicizing the book and your coaching services?
SB: Of course. But I believe that being an expert resource to the media comes first. After all, they are looking for content that's of value and interest to their audience.
LA: We are, and we get turned off by people who only want to repeat the title of their book and not offer content. But turnabout is fair play. Since you coach executives, what is one aspect on which you’d like to coach reporters?
SB: Honor any and all promises made, or say up front that you can't offer a specific assurance or guarantee so that I can decide accordingly.
LA: Thanks for your time, Susan. Now that we shared the serious content, I want people to know that a smart person like you with two doctorate degrees can be a lot of fun. So I'm posting the photo of when you and I went out to dinner last summer!
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