WERE YOU MISQUOTED OR DID YOU MISSPEAK?

Over the years, we've heard many people complain that they've been treated unfairly in the media. Newspapers, in particular, are favorite targets for complaints.

Have you ever said, “I can't believe he wrote that in the article” or “that reporter did a horrible hatchet job on me”?

If so, ask yourself: did the reporter really misquote you? Or did you provide the ammunition for that big old shot in the foot?

Ideally, clients set aside time to get a little media training before going into an interview. But, all too often, some feel they can handle interviews without any advice.

Those who get media training from us will hear the most valuable ten words for anyone suiting up to meet the print press: “don't say anything you don't want to see in print.” There are even different versions of this, depending on the media. Substitute “on TV,” online, or “on the radio” and you get the idea.

We've had clients express amazement when a reporter takes something the client says and actually reports it. At times like those, we always ask the client “did you say it?” It's amazing how frequently we hear, “yes, but I didn't think it would show up in the story.” In that case, we advise the client to direct his outrage inward — and not at the reporter. The reporter is just doing his job.

Let me say it again: in any interaction with the media, don't say anything you don't want to see in print. Think before you speak. Be prepared. Because if you blurt out something you should not have said, don't be surprised if you read it in the paper the next morning.

Mothers love to say, “put your brain in gear before opening your mouth.” Well, that's especially important when dealing with media. Reporters are trained to listen — and they listen keenly for quotes to spice up their reports.

So what do you do if a reporter asks a question that you really don't want to answer? Pause. Take a breath. Put your brain in gear.

As a society, we're conditioned to be polite and to answer questions directed to us. But, remember, you don't have to answer a question directly. You're in control of the words you speak. In an interview situation, you can construct and provide an answer tailored to communicate the message you want to get across.

If you have a position that will require you to meet the press from time to time, get some serious media training. A skilled media trainer can help you to learn techniques for interacting with the media, as well as how to organize and communicate your message in a clear, concise fashion.

Don't be disappointed with the article that follows your next press interview. Get prepared and “don't say anything you don't want to see in print!.”