How to Make Love to the Media

Top television and radio producer John Forrest, who is a specialist media trainer and coach for Management Futures, shares some insights which could save your organisation major trouble

It’s nine-thirty on a wet Wednesday morning, with sales figures at their least encouraging, corporate papers demanding urgent responses, angry letters piling up in the in-tray, the telephone ringing, the diary over-packed with work-generating meetings and the to-do list spilling over two pages. And now there is a crisis. A junior manager at a faraway branch has done something unwise and indiscreet.

"Someone on the ‘phone from a radio station wants a word …”. In context, it is a statement about as welcome as one of those ice cream van melodies in a hail storm. But unlike the ice cream seller, those journalists will not move on to another street.

Someone has to say something to them, and to the newspaper journalists and – God forbid – even the TV cameras which might be outside the door at any moment.

Allow the media in and you are suddenly caught in a world of simplification, spin and sound bite. The consequences loom heavily. Suddenly, it seems, the world is taking an interest which may not do any favours for the health of your organisation.

It is time not to panic, but to put into play some of the crisis management principles of dealing with the media. You have planned for these moments, of course.

Anti-instinctive can be best

In this situation some communications experts will advise carefully allowing the news media to come inside your crisis ‘story’, ensuring that reporters are clearly and frequently briefed.

Initially this may seem absurd, but think of it as a media equivalent of steering a skidding vehicle into the direction of the skid. It may seem unnatural but it may lead to a better outcome at the end of the crisis.

In story telling, which is at the heart of how the media tick, there are invariably goodies and baddies. With good media handling you and your team will finish by being listed amongst the ‘good guys’ of the crisis.

Learning how to be natural in unnatural environments is very much part of the playing the media game. Most people watching the box never give a second thought to how carefully manipulated the pictures are. Few people realise that a thirty minute programme can take days, weeks even months to film. Few realise that the thirty second ‘sound bite’ in a documentary where you looked cool and natural was achieved during a twenty minute grilling before the camera with lights burning your eyes and sleepless nights of worry beforehand.

Unclean

Facing the media can be daunting. Mother Theresa of Calcutta said "it’s easier to bathe a leper than to talk to a journalist".

Sharing experiences and some basic training can help. As learning to deal with skidding is not the entire secret of learning to drive, so media training should not be thought of only in terms of crisis management. Indeed developing good media relations at all times is entirely appropriate for most growing organisations.

Taking control in media situations is a crucial skill that can be developed with careful attention. As the American master of politics Henry Kissinger once remarked displaying his tight control: “Do you have any questions for my answers?”

Different consultants will have various approaches to media training, but it is not an exact science. Much of its real strength lies in the opportunity for practical experience in a safe environment where you get the chance to see how you come over on TV, or how you sound on the radio.

This of course happens with an experienced media professional who can help you critique your appearance and, most importantly, help you to aspire to relaxing so that you can come across in your best light.

The eyes have it

Whilst it might feel only natural to panic, worry and become stressed out when faces with lights, microphones down your shirt, make up and bullying interviewers, I like to help my course participants to relax by using a quietening acronym – SETTLE.

S – I encourage people to Smile when they are first put in front of a camera. Not to grin and laugh of course, but a smile is the most acceptable way into the personality behind the face – and your face is what the camera wants to see.

E – Remember your Eyes. They are the most important part of your face, and what you do with them will be well noticeable on TV. Media trained people will know that the best place to put your eyes is straight at the interviewer. Never look at the camera unless you are in a ‘remote’ studio where there is interviewer to speak directly to. Looking from side to side can make you appear shifty, even if you are just nervous!

T and T – is a reminder to take your Time, to Think and prepare. It is always a good idea to ring the radio station back when you have had a few moments to consult and find out any vital information. It is imperative that you call a newspaper journalist back, allowing you vital moments for preparation.

L – Listen to the question you are being asked, but look around you too and be aware of the whole process. Assess your interviewer in your listening process. Sometimes they may be better briefed than you are, sometimes they may know very little and just want you to keep speaking. But remember, there is no such thing as being asked ‘the wrong question’, it is just possible that you can give the ‘wrong answers’.

E – is for Enjoy, which needs to wrap up the whole media experience. Watch the most impressive media personalities you can think of. Those who present make-over or cookery programmes, game shows or even news. Do they seem to be enjoying themselves – you bet! Relaxing in front of the camera is neither the most central focus of media training nor is it the skill which you will rely on most when you need crisis management. But remaining calm in a storm is a start, for it is about facing the media and yet remaining in control. By becoming confident you can even begin to enjoy taking control.

Finally, if media training seems too complicated, then I recommend you follow Mark Twain’s advice: “Always tell the truth; then you don’t have to remember anything”.

Ring John at Management Futures on 020 7242 4030 for details of media training events and one to one media coaching. John and Management Futures associate Ros Bew will a run tailor-made media day for your team or coach your chief executive to be more effective on TV or radio.