You focus massive efforts on media training high-ranking executives (or, in the case of agencies, client spokespeople). But when reporters call, are you prepared to sit in the
hotseat? We've found that all too often, PR pros are proficient at dispensing advice on dealing with the media, but haven't taken heed of it themselves.
Whether it's an account executive who seems to be equipped only to "set something up" with the higher-ups, or a high-ranking communications officer who comes across as nervous
and defensive in an interview, many PR professionals lack the necessary skills to deal with the media in an interview setting. Agencies and corporations alike should implement
programs that provide media training skills for everyone from entry-level communications employees on up to the most senior PR execs. Any PR professional should be able to engage
in a dialog with the media and provide answers to basic questions, and senior-level communications pros should be skilled in conducting interviews with anyone from a network
anchor to a newspaper reporter to a trade editor, thinking on their feet to provide concise, frank responses to the journalist's questions.
One top corporate communications executive recently became uncomfortable and then downright confrontational when we asked questions about his company which we had previously
warned him we would raise in an interview. A high-ranking agency executive commited the cardinal media relations sin of asking to see her quotes in advance of publication of an
article and then submitting changes she thought would play better with the audience - and her client. The lesson: Be prepared for any interview, and if you're ill at ease with
reporters, take advantage of the myriad media training resources readily available within the industry.