Are You Ready To Meet The Press? What you should and should not do when talking to the media

Here are a few tips to help you to prepare for the goldenopportunity to use the press to promote your company:

1. When a reporter calls, take time to research the reasonbehind the interview request. Find out exactly who is calling,what organization he or she represents, and why that person wantsto talk to you. If the interview request is unsolicited and youfeel a bit uneasy about the motivation behind it, ask politely whatthe reporter's deadline is and if you can get back to him orher shortly.

2. Treat media representatives courteously. Reportersaren't always out to get you, and being profiled in a newsfeature can be great for business. So be engaging and interesting,and stay focused on the purpose of the interview. Agree ahead oftime on the length of the interview and the exact discussiontopics. If your schedule changes, notify the reporter immediately.Breaking an appointment at the last minute won't exactlyinspire the reporter to say wonderful things about you or yourbusiness.

3. Prepare and rehearse. State your messages clearly andconcisely, and be able to support them through facts and figures,anecdotes, expert opinions or examples.

4. Control what you can. Be on the lookout for ploysdesigned to create controversy, and always bridge a negative pointwith a positive one. So consider any interview a prime opportunityto favorably influence your company's image.

And remember, when it comes to your business, no interview orcontact with the media is too routine or too trivial. You shouldtake every chance you get to influence the public about yourproduct or service.