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Is facing the media part of your job? Think carefully before you answer. The advent
of social media and smartphone technology has enabled anyone to become a
reporter, meaning C-level executives and corporate spokespersons aren’t the only
ones subject to media interaction. If you interact with customers, if you speak to
civic associations, if you raise your hand to ask a question or make a point at a
public meeting, chances are your words are being captured by “citizen reporters.”
Today, it’s essential for any public-facing representative to be prepared for
communicating an organization’s message.
While you cannot control what media (or citizen journalists) will say, how they will say it or where they will use the
information you provide, you can control your message. Crafting your message and having a strategy for how to
consistently communicate it is critical, no matter the audience or setting. And preparation is paramount.
If you’ve ever acted as a spokesperson, you’re likely aware of the traditional question and answer method (Q&A) of
preparation. The Q&A lists several anticipated questions along with prepared answers for each. Although it can be
helpful for outlining key messages, the Q&A is outdated as a tool for interview preparation. Spokespersons who rely
on the Q&A set themselves up for failure.
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