Failing to understand how to deal with the news media can damage not only an executive's reputation, but also his company's earnings, brand image, recruitment efforts, and even its ability to survive. It's not a pretty picture.

Here are the top five ways that executives cause themselves problems in a news interview, along with some suggestions for drawing improved media coverage.

1. Failing to prepare for the interview
Going into an interview before preparing yourself appropriately is like going into a tax audit without your records..

• Develop key messages that you want to be certain to get into your answers, messages to which you will return if you're asked questions that you can't answer or don't want to answer.
  
  
• Prepare fact sheets, backgrounders, visuals and/or other materials that will help the reporter do a better job of transmitting your message.
  
  
• And consider in advance all the tough questions you can think of that the reporter might ask you. You don't want to field one of these hard balls for the first time while the camera is running and your twitching cheek fills the TV screen.

He may think he knows what an optical time domain reflectometer is—or think he should know—but his understanding of the term may be very different from what you meant. Some reporters are reluctant to ask you to clarify a term, and others just simply glaze over.

Often causing even greater problems are everyday words that mean one thing to you in your business but possibly something entirely different to the reporter. To most people, saying your Web site is "in production" may mean you're still creating it; but to an automotive executive it may mean it's up and running, like cars that are in production.

Examine your technical terminology and common words that have uncommon meanings in your business. You can still use these terms, but be sure to explain to the reporter what you mean by them.

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People need to believe in you before they will believe what you have to say. Especially in television, the public will size you up by your appearance; by your manner; and by the level of enthusiasm, caution, or defensiveness that they perceive in your facial expressions and body position. Even a print reporter may characterize your body language in words.

4. Demanding to see an article before it's published
Insisting on seeing the story in advance tells the reporter you don't trust her. Moreover, the reporter may suddenly feel you said something you didn't mean to say or that you have something to hide and will examine your comments much more closely for sensitive information.

During the interview, however, you can say to the reporter, "I know this is a complex (or new, or confusing) issue. As you're writing this story, if you want to run anything by me—facts, quotes or any of the other details—please give me a call." Often a reporter will take you up on this offer if she feels she can reach you easily when she's nearing deadline.

5. Failing to remain available after the interview
Some executives believe that once their interview with the reporter is over, their job is done. But what happens after the interview may be the most important factor in determining the outcome of the story.

Often, after reviewing his notes, the reporter will realize that he neglected to follow up with you on one or two points. Or his editor may read the story and ask him to get more information relating to three or four questions in the editor's mind. Or the reporter simply may want to verify or clarify information that appears in his notes but doesn't look exactly right.

It's essential that you remain available to the reporter by phone or e-mail until the story is published.

Avoiding these five hazards can help you to increase the proportion of positive news stories about you and your company—and to paint a rosier picture for your future.

Steve Friedman is Chief Executive Trainer for Franco Public Relations Group. For more information on Franco, contact us at info@franco.com or by phone at 313.567.2300 in Detroit or 702.450.9903 in Las Vegas.

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