By: dmc-admin//April 7, 2008//
When coaching clients on how to work with media, I start by asking for each participant’s greatest fear. Inevitably, the majority say being misquoted or taken out of context. This is especially true with attorneys who are trained to dissect words for specific intent.
Of course, most of the blame for being misquoted is placed squarely on the shoulders of the reporter. Rarely, if ever, do we look inward for the source of disconnects between what we say, what the reporter captures and how the reporter transfers that knowledge into a story. But most of us would benefit from such introspection.
More than likely our responses to reporter questions are too long, too convoluted and too sprawling in scope. This allows the reporter to determine what information is important, why it is important and how it should be used in the story. In this scenario, the likelihood is next to nil that messages you want conveyed will appear in the story.
To combat the crapshoot nature of this approach, we must coach reporters on what is important, why particular insights are germane to the story and how to use those elements. Coaching creates a framework for receiving the information. This increases the likelihood your comments remain in the intended context.
Coaching, however, requires preparation for each media engagement. Unfortunately, people frequently throw caution to the wind and wing it. This decision often results from arrogance, time constraints and, sometimes, laziness. The displeasure of an inaccurate or incomplete story typically changes how or whether people prepare for media interviews.
Some tips follow to enhance your coaching ability:
Now that we are prepared to create some context for reporters, we must turn our attention to ensuring the accuracy of the statements we make during interviews. Some tips to improve accurate reporting by increasing reporter retention:
Finally, we must prepare to make what we say effective. Consider the reporter and the audience receiving the information when determining how to make your comments memorable, which translates to you being quotable. Use words that trigger reporters to take note. When you preface a statement, for example, by saying, “These points deserve emphasis,” people instinctively pick up a pen and take note. For other triggers to greater retention of your messages, I offer insights contained in the book “Made to Stick.” In this book, researchers Chip and Dan Heath powerfully portray why some ideas stick, and some don’t:
Karl Robe, APR, counsels attorneys and executives on communications strategies that support achievement of growth objectives and overcome business challenges. Contact him at Karl James & Company LLC by emailing [email protected].