Newsmakers Can Learn Lessons from Watergate

This summary is not available. Please click here to view the post.

When You Ask for Questions Ahead of Time

Some newsmakers and public relations practitioners routinely ask for the questions ahead of time when an interview is scheduled.

DO NOT DO THIS.

It makes the reporter think you are nervous--what other reason would you have for needing to prepare?

It makes the reporter think you have something to hide--you must want to make sure the issue you are scared to answer is not on the list.

It makes the reporter think you have no knowledge of how the rules of interviewing work, so you probably aren't going to be a good resource or a good interview at all.

Here are some ways around this dilemma:

1. Ask the reporter for the scope of the interview, the "angle" or if it would be possible to get talking points to help prepare.

2. Tell the reporter you know that she probably won't use them, but would it be OK to send a few questions ahead of time, questions that fall into the newsmaker's area of expertise?

As a reporter, I am offended when the PR people ask me for questions. I usually ignore the request the first time, and if someone brings it up again, well, it depends on the story, but I never send questions. For one reason, I don't have the time. To me, interviews are more of a conversation than a deposition.

As a talk show host, booking guests, I would tell people, "I don't have time to come up with the questions in writing. We are spontaneous. However, if you send us questions you would like us to ask, we might use some of them."

How do you handle this situation?

Tips for Interviewers

Lately, it seems as though I get as many requests for help from would-be hosts as I do from people wanting to know how to survive grilling by a reporter. Many are starting an Internet radio show, podcast or want to interview experts for their YouTube channel.

Interviewing is my favorite part of being a journalist, so I'm happy to share tips I've learned along the way.

1. Be ready for anything. A college professor said the hardest and most important task of interviewing is to listen. By the way, this helps in relationships, too.

2. Make the interviewees feel comfortable. If they are nervous, they won't speak as freely. One way to do that is to have a conversation-don't check off your list of questions.

3. Ask open-ended questions. These are ones that start: "Why did you...?" "How did you...?" "Tell me about..." "What happened when...?

Remember, the point of an interview is to share information, not to intimidate or anger--though it may seem that way when you listen or watch some shows! Enjoy the exchange. Your guest is giving his or her time and expertise. What a gift.

Common Sense Media Advice

DO NOT conduct an interview and say insulting remarks about your boss and expect those remarks not to be published. The more you insult, the more headlines you will generate. If a news outlet knows it has a juicy story, it's going to pre-release the compelling material to other media outlets, so that it will get more buyers or viewers.

This applies to anyone: If you cannot say something nice, don't say it at all.

This applies to people in high-profile positions: If you say something not nice, it's a news story.

One Way to Answer the Yes or No Question

On March 3, the chair of the Democratic National Convention, Tim Kaine, was being interviewed on a national morning television show. The discussion became spirited.

At one point, the host said, "Just answer 'yes' or 'no.'"

Kaine, also the former governor of Virginia, had a terrific response. He said, "I'm not a potted plant, so I can't answer just 'yes' or 'no.'"

While you may not want to use his exact answer, do be prepared for how you would respond to a reporter demanding a short one-word reply from you.

Soundbite Savvy from Author, Crisis Expert

Rob Phillips has so much experience working with newsmakers that he makes it look easy! He's worked for several corporations and is now Director of Communications at LifeWay Christian Resources. When I interviewed Rob for a radio program, I liked how he's calm and authentic, yet passionate about his topic. Read and learn from this interview. Notice how some of his answers display his sense of humor.


Soundbite Coach: Rob, how did you get interested in working with the news media?

RP: I was working as a corporate speechwriter in 1989 when our company experienced a crisis. There was a major explosion and fire at one of our plastics facilities. Many people died and dozens were injured. I was pressed into media relations as a backup for the first wave of media specialists on the scene. I will never forget my first on-camera interview. It was with CNN, and I must have looked like a deer in the headlights. I did so poorly that, mercifully, the network didn't use any of the interview. I figured it could only get better from there. I was wrong. I found myself needing a police escort from a news conference after another operational crisis, and I witnessed a politician take over one of news conferences on a third crisis. But the experiences gave me an interest in understanding the news media and they taught me the importance of developing and maintaining good relationships with journalists who, even in rough times, are not out to get you; they're out to get the story.

SC: What is the hardest lesson you learned about news coverage?

RP: I'll never forget agreeing to hold a news conference after an investigation into a chemical plant explosion. I thought this would be viewed as full disclosure by a big corporation, complete transparency and a significant effort in befriending the otherwise hostile news media in this major metropolitan area. I had to make all arrangements long distance, and was not able to arrive until a short time before the news conference. My flight was late, and the rental car company decided to do a favor for me by upgrading me to a gold-trimmed Cadillac (as Dave Barry would say, I am not making this up). I arrived on the scene at the last minute, where a crowd of residents led by a local politician was waiting for me, as well as a full complement of news crews. Imagine how it looked for a corporate representative to wheel into this blue collar suburb in his gold-trimmed Cadillac. Needless to say, the news conference did not go well and I nearly got ridden out of town on a rail. Lessons learned: 1. There is such a thing as being too accommodating with the news media. 2. Don't make local arrangements with news media via long distance; get eyes and ears on the ground. 3. And by all means, don't accept upgrades from the rental car company!

SC: Those are lessons not often covered in a crisis media course. What do you like about corporate communications?

RP: Two things. First, the variety. At LifeWay, for example, we're engaged in everything from news and feature stories to social networking to crisis communications. There's never a dull moment. Second, I like the challenge of telling good stories in a way that journalists see as newsworthy and that our audiences want to share with others. With the social media, we're actually able to equip and empower our audiences to retell great ministry stories from LifeWay.

SC: You’ve been in charge of media relations for big companies. What is the hardest part for executives to get about working with the media?

RP: Seeing the news media as important conduits for reaching our audiences -- customers, suppliers, the general public, and so on. The news media often are seen as anti-business -- as an enemy that can't be controlled -- rather than as a vehicle for sharing news and information with others. Sure, some journalists either don't understand or don't want to understand business, and a few are hostile to capitalism. But at the end of the day, you still don't want to pick a fight with people who buy their paper by the ton and their ink by the barrel. Also, with the rise of cell phone cameras, blogs, Facebook, Twitter and other social media, anyone is now a potential reporter, so business leaders should forever get over the illusion that they can "control" the media. The only thing we can control as businessmen and women is how we speak and how we behave.

SC: How has working with the media changed since you entered the profession?

RP: The two biggest changes I have noticed have to do with deadlines and distribution. Because of cable and satellite communications, the Internet, and especially the social media, deadlines no longer run in 24-hour cycles. They're continuous. So media relations professionals need to respond quickly to inquiries from journalists. At the same time, the expansion of distribution channels has finally erased any illusion business leaders may have had of "controlling" the media. Anyone with an Internet connection -- or even a cell phone -- is now a potential reporter. So we need to make sure we speak with a consistent voice across our organization to customers, suppliers, journalists, and others. One final note -- corporations may benefit from Facebook, Twitter, blogs and other social media in addressing public concerns and correcting inaccurate reports. No need to wait for a letter to the editor or a retraction to show up. You can respond instantly and effectively through these channels.

SC: How does your organization monitor social media? Are you as concerned about what an individual may say on Twitter, for instance, as opposed to what a reporter may write in an article?

RP: We do monitor what the news media say about us, and we follow the social media as well. Obviously, we are very interested in comments about LifeWay and its people. If we've done well, we like to hear about it. If we've messed up, we want to know that, too, and act quickly to make things right. One of the nice things about social networking is that in many ways it's self-correcting. Someone who places a snide comment in a blog, for example, is often chastised by a more fair-minded reader who posts a rebuttal. Someone who tweets nasty comments often is responded to by users of Twitter with more gracious words. Sometimes all we have to do is sit back and watch. But if we feel the need to weigh in, we're able to do so immediately. The big question about engaging in social media when you're attacked is: Is it worth it? If it's a blogger with eight readers, you might give the blog undue credibility by posting a response. On the other hand, if it's someone with a significant following in the social media, you probably want to take part in the discussion.

SC: You are now an author (The Kingdom According to Jesus), giving interviews representing yourself, not an entity. Which is harder?

RP: For me, it's definitely harder representing someone else -- a corporation or ministry, for example -- than representing myself. The responsibility is greater because more than just your own reputation (and perhaps career) is on the line. But it's also rewarding to know you've stepped into a difficult situation, represented your organization well, and helped defuse a volatile situation.

SC: What have you learned as you promote your book?

RP: I'm never going to get rich as an author. Beyond that obvious lesson, I have learned that when you're "promoting" a book, it's better to talk about issues in the book that relate to people and their experiences rather than to talk about the book itself.

SC: What are some of the biggest mistakes you see newsmakers commit?

RP: First, lack of homework. By that I mean they agree to appear on programs or submit to interviews without knowing much about the reporter, the news outlet, the reporter's angle, the format, etc. Second, lack of preparation. They've got their talking points memorized, but they haven't taken the time to consider the questions they figure they'll never get asked. Third, lack of execution. When they're asked a question, they go straight to one of their talking points and avoid addressing the question altogether. Politicians do this a lot, as do many political consultants. That's why their credibility is so low. People hear them talk and say, "Hey, they never answered the question."

SC: What else would you like to add?

RP: One of the most important things for media relations professionals to understand is that there are at least three agendas in any news story. First, the news media's agenda -- why are they calling you and what do they want you to do for them? Second, your agenda -- what's best for you and your organization in this situation? And third, the audience's agenda -- why will they want to watch the evening news or read about you in the newspaper? And what will they think afterward? When reporters call, it's good to think this through before deciding whether to participate and, if so, how to participate.

SC: Rob, thank you for your time and your thoughtful answers!

Letters of Recommendation

I've noticed a new trend over the past year. More guests are asking me, as a producer and host of a talk show, for letters of recommendation right after their interview airs. I think they use these to pitch to other media outlets or to post on their websites.

If the guest is terrific, amazing, wonderful, fantastic... I don't mind taking the time to do this. Keep in mind, though, that just in the last 18 months, I have interviewed about 3200 guests. That's not counting all the news interviews I did in the 20+ years before that. So by now, it takes a lot to stand out from the crowd.

Time is the challenge for me. First, if I write a recommendation, I want it to be a good one, and that means putting thought into it. Second, the way our office is set up, a short email response is much more convenient. But some guests have insisted on a letter on our station's letterhead. To me, this is asking a lot. It takes more time to find letterhead, go down the hall to the printer, tell all my office mates not to print... get the letter printed correctly, find an envelope... you get the idea. Keep in mind, I'm preparing for as many as nine guests a day, reading books that many of these guests have written, or researching them... and booking future guests. Time is already at a premium.

Here's what I would suggest. Send an email (or have your publicist do it for you) asking the host/producer/guest scheduler how the interview went and if there are suggestions for improvement. If the response is, "She was awesome! We'd love to have her back sometime!" then the chances of getting a glowing recommendation are good. If there is a less than enthusiastic response or more than one suggestion for improvement, the interview may not have gone as well as you thought it did. So don't even ask for a recommendation.

And if someone goes to the trouble (and yes, it's trouble--we have no spare time) to write a recommendation, thank them profusely!

Hear How to be a Great Guest From a Great Guest

A one-time guest appearance can so impress your hosts that they will invite you back again. And if you wow the hosts again with your quick repartee and depth of knowledge, you could become a regular. That's what happened on my talk show with Dr. Rick Winer. He's a fun guest because as a psychiatrist, he can talk about mental health issues, and as a sports statistician, he can keep us enthralled with amazing facts and stories he's compiled over the years. He took time out of his busy schedule to answer a few questions about being a guest.

Lorri: Dr. Winer, you are a fabulous guest. What do you think it is about your profession or background that prepared you to be articulate and able to handle any question thrown at you?

RW: Lorri, thanks for the kind words. Long before I became a psychiatrist, I had an eighth grade speech class teacher who helped me work on trying to be articulate. When I first had to present a short speech to the class, he stopped me the first time I said "um" and pointed out how important it was to try to speak concisely and clearly. I have never forgotten that bit of advice although I am sure my speech that day was rather forgettable! Each day of my 25 years practicing psychiatry, I go to the office or hospital never knowing what a patient might say during our visit. That sure makes me think on my feet and try to come up with a comment or question that will be appropriate for that patient session. Yet, it is interesting to me that many psychiatrists are so introspective that they have to think things through for a long time before responding. The other experience I have had that probably has helped me be however articulate I might be must be my work in high school and college doing the play-by-play announcing of football, basketball and baseball games. No matter how prepared you might be for a broadcast, the beauty of play-by-play is painting the "word picture" and calling the action as you see it because there is no script for what happens during the game itself. If you'll pardon the sports analogy, it's a little like baseball. It's one thing to be able to hit a fastball right over the plate, but can you hit the curveball?!

Lorri: That's a great analogy! Your depth of knowledge and breadth of topics amazes me. It would be too easy to say that you are a smart man. You must do some preparation. How do you keep up with all the sports and psychiatric current events?

RW: There is no way to keep up with everything, so it is important to hit the highlights. To keep up with the sports, I commonly watch shows like Sportscenter while working out, and it sure helps pass the time more quickly when exercising. I certainly try to keep my eyes and ears open for any information that comes along about what is happening in psychiatry. Maybe more importantly, I learn a great deal from my patients and what they consider to be important. Fortunately, I tend to remember sports and psychiatric information more readily. On the other hand, I don't always remember what I had for breakfast that morning! When it comes time to go on a show like Mornings, I appreciate going over possible topics in advance of air time so I can do some preparation in anticipation of the show.

Lorri: You are gracious and have a terrific sense of humor. For guests who may be a bit nervous, what advice can you give them about remaining calm, but also being quick-witted?

RW: You're very kind. I have been told that I have the makings of a wit, but I am only halfway there! Actually, being a bit nervous is natural. It's human nature. More people are fearful of public speaking than death and that might be because they think are dying while they are speaking. But, being nervous to me represents caring about how things will go and doing a good job. Take a deep breath and be yourself. People want you to do well. It's often helpful to check out the setting before going on the show because, in this case, familiairity breeds comfort, not contempt. I would say to first work on being calm and then see where your sense of humor takes you. It's not so easy to tell a joke with the proper delivery, timing and punchline. We all have to be very careful in our attempts at humor and not be offensive. You can be humorous without doing stand-up comedy. If there is a funny story to tell, you might want to tell it to someone before ever going on air. That way, you have it in mind and can probably tell it more quickly and to the point.

Lorri: In your work as a statistician, you have worked with some of the best sports announcers and commentators in the world. What do these professionals do that we can all learn from?

RW: Lorri, you are right. I have been very fortunate since I was a 15 year old working at my first NFL game to be around some of the top sportscasters. As a kid, I would listen to as many baseball games on the radio as I could find on a summer night and came to appreciate and, in a sense, study the announcers. Then, to have the opportunity to work with not just the play-by-play announcers, but also the analysts, many of whom I watched during their playing days is indeed a real thrill. The really good ones all do their homework before the game by viewing game film, interviewing players and coaches, and reading up on the game at hand. What the top announcers do that I also try to do in my own practice is take the specialized language of our chosen fields and then explain themselves in language that the layman can understand and appreciate. Too many X's and O's without talking in plain English will just confuse the viewer or listener. In doing the stats, I particularly appreciate those broadcasters who trust the people working with them and providing information to enhance the broadcast. We need to be team players both on and off the field. Lastly, I think we can learn from those who have a sense of wonderment about the game and the broadcast. I try to follow that example of being enthusiastic and excited while trying to have fun doing the work before me. Don't take things for granted and enjoy what you do.

Lorri: What great advice for every aspect of life. Another action you take that I would recommend to people who want to become regular guests is that you are responsive to requests. As busy as you are, you always manage to accept or reject a possible interview time within 24 hours. How do you do it?

RW: That goes along with my own policy in my practice of trying to make return calls to patients in a timely manner. It is very flattering to be asked to participate in various speaking engagements and it is important to respond to the invitation as quickly as possible. There have been numerous times over the years when I have been quoted in stories or given talks of some kind simply because I returned a phone call or an email with little delay. I also welcome the opportunity to talk sports for sure, but any time I can talk about psychiatric issues, it is a great way to help educate, dispel myths, and provide a greater comfort zone for people.

Lorri: What other tips do you have for people who want to be great talk show guests?

RW: First of all, you have to do it for the right reasons and enjoy it. Lorri, this goes right along with your website because it is worth working on being able to speak in soundbites. That is useful for both electronic and print media. If our responses are too long, our answers will not be quoted and anyone watching or listening will tune us out in a heartbeat. Also, we have to remind ourselves that we are talking with people, not at people. I often say there is the message and there is the massage. Many people know their material, but have a hard time conveying it. Practice can go a long ways to making us more comfortable and at ease in front of the camera and the microphone.

Lorri: You are so right. Thanks so much for your time and insight!

C'mon People - Focus!

Please, please quit multi-tasking while you're doing phone interviews. I've pleaded with guests and newsmakers on this issue time and time again here in this forum and in my monthly Media Savvy eTip, but some folks just don't get it. Here's one more attempt to convince you that bluetooth or not, we CAN HEAR WHAT YOU ARE DOING.

Live, I've interviewed authors, speakers, organization presidents and pundits who think we can't hear their extra activities while they're answering our questions, usually in a short time segment that they or their publicist begged for.

Cell phones ring. Emails are delivered. Dogs bark. Pots and pans clang. And a few days ago, a man must have been standing in front of his freezer while the ice maker unloaded a fresh batch of cubes. Was he on a deadline to have a cocktail or smoothie at 7:10 am?

Not only does this make you sound unprofessional, it distracts us from promoting your cause. Instead, we have to acknowledge a loud interruption:

"Oh, the garbage trucks must pick up early in your neighborhood."

"No," the guest answered, unapologetic. "I was just making breakfast."

She couldn't have waited five minutes for the interview to conclude?

Many shows will ask great guests back again. But if you forget to turn off your cell phone, lower the volume on your computer, put the dog out or insist on multi-tasking, chances are you won't get a return invitation on that program.

Honesty is the Best Policy

Every other month or so, I present a "Mastering the Media" course to CEO's who belong to a terrific organization called Vistage.

When I speak to one of these think-tanks, at least one of the business owners has trouble with my advice to be honest with the news media. He or she insists that honesty could lead to lawsuits. But here's the rationale: I'm telling you to not lie, to not deceive, to not be deceptive. Lies and dishonesty come back to haunt news makers. Think of several high-profile celebrities and politicians, who, if they had told the truth in the first place, may not have been in such hot water. They may still have been impeached, lost their office, lost the lawsuit or gone to federal prison, but the court of public opinion might have prevailed.

In more explicit terms, you can be honest by saying something that is not saying anything at all. You never want to say, "No comment." But you can say something to that effect without lying. For instance, you could say, "I would love to tell my side of the story. But right now, my lawyers are asking me to refrain from doing so." The news media is happy--reporters have a soundbite-- your attorneys are satisfied, and you haven't told a whopper.

Honesty is the best policy.

Bias

I used to be naive enough--or optimistic enough--to believe that journalists were objective, fair, accurate and balanced. I still believe that most working reporters do their best to present each side of the story. But we all bring life's experiences/traumas/worldviews that keep us from being totally unbiased.

So my advice to you is listen, research and find out for yourself if the news outlet on which you are going to be interviewed leans to the left or right... or focuses on a special issue. Don't make assumptions: one television market's affiliates might be more or less sensational than the national brand.

More advice: don't stereotype reporters. They come in all political flavors. Most are more interested in writing a great story than they are pushing any agenda. In most cases, be fair and non-judgemental with a journalist and he or she will be fair and non-judgemental with you.

But do be careful.

Phone Interviews

Phone interviews are frustrating for you, the newsmaker and for the talent interviewing you. You just can't hold as good of a conversation when you can't see the person's non-verbal communications.

For this reason, I recommend that you get to the studio if you're offered the option.

What happens in a phone interview is typically this... you take too long to answer a question or you pause, and the interviewer thinks you've finished your answer. So the host begins to ask you another question at the same time you start speaking again.

Interviewer: "I'm sorry. Go ahead and finish your sentence."

You: "No, my apologies. What were you asking?"

Interviewer: "No please..."

All this politeness can waste your valuable interviewing time. Unless you're being interviewed on Hardball, in which case you will always be interrupted.

So here's another tip (if you can't get to the studio). If the host interrupts you, just go silent. Let the interviewer either tell you to finish your sentence or ask another question. He or she may be interrupting you because you're speaking too slowly... or because (put your thick skin on) you're boring.

If this is happening to you in every interview, practice speaking a bit faster or hire a soundbite coach!

Looking Your Best

I've been coaching a newsmaker who gives brilliant soundbites, but needs help when it comes to how he looks... not in terms of clothes or cosmetic appeal, but where he looks. When this fellow talks, he sticks his chin up. It makes it look as though he's looking down his nose at you in an arrogant manner. And to make it worse, his eyes dart around. He looks off in the distance, down at the floor, up at the ceiling--giving him the appearance of being shifty-eyed.

He's a quick learner, so he'll do fine in front of the TV cameras. But learn from his example. When you look at a reporter, tuck your chin down and hold eye contact. It's OK to look away, but do it slowly and deliberately.

That way, you'll always be looking good.

Promised Answers

How did you do on the list of items I gave you June 21? Did you wonder why you shouldn't say these phrases to people interviewing you?


Today, some explanation...

1. "No comment."

If you asked your spouse, boss or child an important question and they answered, "No comment," wouldn't you be frustrated? Sure, you would, but that's not the real reason to avoid this phrase with journalists. The main reason is it makes you look evasive, guilty or clueless.


2. “Are we rolling yet?”

Assume the cameras are rolling the moment a photographer steps onto your property.

3. “Can I see the story before it airs?”

Asking this offends reporters, because it suggests you do not trust them to write a fair and balanced story. You can ask, "May I review my quotes before the story prints?"

4. “When you're done filming...”

TV reporters (unless they're high-dollar documentarians) haven't filmed since the early 1980's. We "tape" or "record" now.

5. "Uh" or "You know"

Get rid of verbal fillers. They're distracting. One way to eliminate these from your speech is to participate in Toastmasters.

6. "Like I said earlier..."

TV reporters are looking for soundbites six to ten seconds long. This phrase will get edited.

7. "Can I start over?"

This makes you look like an amateur, but most producers or journalists will let you start again.

8. "That was off the record."

The rule of the game is that you must say, "off the record" before you give the information.

9. "Get me a copy of the raw footage."

Most outlets will not give you raw footage. But you can ask politely for a copy of the piece. It helps if you have your own DVD for copying purposes. And some organizations charge a small amount for dubs.

By the way, newsmakers have asked or said every one of these phrases to me--I didn't make them up!

How to Conduct a Great Radio Interview

1. Be there. Double check time zones--you will most likely be given the time zone that the show is in.

2. Really be there. Make sure the station has your backup phone number and that you have the emergency control room number.

3. Turn it off. Your computer--it makes noise. After you've established contact, turn your cell phone off. If it's a station in which you can receive the signal, turn your radio off.

4. Don't cook or otherwise multi-task during your interview. You want to be focused. Just because the interviewer and listeners can't see you, they can hear you. They can also tell if you're distracted.

5. Prepare the interviewer. Even if you're not asked, do send your bio and suggested questions ahead of time.

6. Practice answering questions. Although you may think a radio interview is just talking, you want to sound conversational without coming across as canned. You want to let the questioner get the whole question out… and you want to be gracious even if you're interrupted. You want to sound professional but spontaneous. And for some, this takes rehearsal. Practice with a friend or for that extra polish, hire a soundbite coach!