The pitch: If you are asked to say something, it can be astute to say nothing

By JOHN BISHOP*

Like speaking in public, talking to the media is one of people's greatest fears.

Many otherwise competent managers and professionals stumble and fail, but success is easier if you follow some simple rules.

The first and greatest mistake is to think that you have to talk to a reporter because one calls you for comment, or asks you to appear on a programme.

Flattered? Perhaps. Obliged? No.

There may be a downside in saying no, but yes doesn't have to be the automatic response. Pause, think, call back if necessary.

Then try this. Ask what kind of opportunity this is for you and your organisation.

Ask what you can usefully say on this occasion, through this medium, and to the audience who will hear, see or read what you say.

If the opportunity doesn't measure up, say no. Say it politely and firmly, but say no.

If the opportunity does measure up, then ask whether you are the right person to say those things.

Ask also who else will be in the article, or taking part in the programme.

What is the angle of the story or the approach of the programme? (If you don't know, find out.)

If the positives outweigh the negatives overall, only then should you say yes. Otherwise, why risk it?

I put two simple questions to 10 journalists and communications advisers recently.

I asked what was the most common mistake people made when they were being interviewed.

The journalists talked of dishonesty, evasion, lies, and being deceptive. The communications people talked of lack of preparation.

Common faults were:

* Not understanding what the interview is about. To go into an interview without asking questions first, full of bravado that you can wing it, can spell disaster, commented a TV journalist.

* Other journalists referred to "attempted evasion, closely followed by use of bureaucratic jargon or management talk", and being "misleading, obfuscating, failing to give a straight answer, lying".

An interview is an opportunity to say something. Your comments may inform, entertain, rebut another point of view, shift the ground on an issue, promote a person, brand, opinion or product - any of those things. But your participation has to aim to achieve something for you: otherwise, why do it?

To prepare properly, ask what is the one single point that you want to get across. Focus on that, write it down and rewrite it until you can say it convincingly and naturally. (And assemble the facts to support it.)

As Jim Hacker famously said in Yes Prime Minister: "If you have nothing to say, say nothing. Better still have something to say and say it, no matter what they ask." An overstatement, but valid.

So what marks someone out as being good in media interviews? The journalists said:

* Someone who projects as open, accessible and outgoing is going to be well-received.

* Having a clear message, with facts and figures to back it up, but more importantly, honesty.

A good interviewee, one adviser said, is "in command of their subject, will be able to translate complex issues into very simple language that is accessible to any audience. If it's a TV interview the person needs to look the part".

Electronic reporters refer to interviewees as "talent". "Good talent" often earns a place in a news story because he or she adds colour, robust comment or in-depth knowledge.

So assess the opportunity, prepare properly and perform strongly. Then you communicate with conviction and credibility.

* John Bishop is a journalist and a communications adviser. His regular communications ezine is available through his website.

Bishop is running a half-day workshop in Auckland on May 13 on planning communications and marketing projects for SMEs. Contact by email.

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions.
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