Beyond good sound bites, you must be in control

“How to Make the Most of Every Media Appearance”
By George Merlis
McGraw Hill, 2004


If you think appearing before media is kid stuff, think again. When I was with one of the giant beverage companies, we went through a crisis communication workshop in Hong Kong. Participants included a handful CEOs and communication directors.

It was supposed to be a series of simulation exercises. And yet the interviewing media were real tri-media journalists. And we were “real people” too with real threats or problems in our respective home countries.

I didn’t realize how unprepared many of our CEOs were in facing media – or at least having a fruitful or successful encounter with them. The exercises were recorded on television – and the guys saw themselves squirming, making faces, drumming their tables, shifting their eyes, being coolly detached or hotly involved!

Then I knew there was truth to the oft-repeated statement that facing media is one of the worst fears of executives – whether they admit it or not.

On the other hand, some executives are worried about fellow executives who are too confident for their own good – because they go through interviews revealing facts too soon, boring their interviewers, or simply be a disaster in full view of millions of viewers or their disastrous statements all over the front pages because they are afflicted with the all-too-common ailment: FMD (for foot-in-mouth disease).

Global communication companies have come up with media training exercises equipped with videos and thick manuals – but very few can afford such programs. The good news is we have this book -- “How to Make the Most of Every Media Appearance” – which is more than you can expect from a workshop. The other good news is this is written by a veteran journalist – who, therefore, knows the tricks – and, may I add, trials -- on both sides of the fence.

The thought that is central in this book is this: When you are interviewed, you must have a clear idea of your own agenda. In other words, the author is saying that you should not be drawn into the agenda of the reporter.

Mr. Merlis introduces “The Five Commandments” – and they are so common you may think he is telling nothing new: thou shalt be prepared, thou shalt know to whom you art speaking, thou shalt be quoteworthy, thou shalt practice, practice, practice -- and thou shalt not lie, evade, nor cop an attitude.

And yet, Merlis fascinates us with his mastery of details, born of experience in many media encounters – mostly as journalist, other times as interviewee. From these, he comes up with valuable to-dos – like: “Approach media encounters with a sense of purpose, a positive – even eager – attitude, and an enthusiasm for their subject.”

He suggests preparing intentional message statements (IMS) – points you feel must be made during the interview. He cites many examples of people who went through the interviews chatting or shooting the breeze – and end up having a bad press or being exposed for what they are – all talk and no substance. Remember when a former First Lady’s statements were reprinted verbatim, including verbal slips, incredible thoughts, etc.? That mobilized an entire Presidential palace to stop its publication to no avail!

One other tip that proves this author knows whereof he speaks. He advises: “You are not only talking to but through an interviewer.” You are talking to a vast audience out there. Others mistake the talk as an intimate encounter, never knowing that the entire world was transformed into a giant society of “eavesdroppers.”

He spoke about sound bites, that staple on television that can make you “world-famous for fifteen minutes,” in the words of Andy Warhol, said 1968 when television was not as powerful.

In fact, sound bites are not only for television, the author says. “Soundbites predate television news,” he notes, and he cites memorable lines such as these: “Give me liberty or give me death”; “Here I stand; I can do no other”; “The only thing we have to fear is fear itself”; and “I shall return.” Or what about this in a country of unemployment or under-employment: “It’s a recession when your neighbor loses his job; it’s a depression when you lose yours.”

Aside from sound bites, use a metaphor or simile. And example: “This proposal is the Titanic of economic planning – big, ambitious, and doomed to sink!” Just don’t try this on the Boss.

Merlis says it’s all right to ask a reporter the following questions: What is the direction and thrust of the story? Who else are you interviewing? How much of my time will you need? How long will your article or broadcast story be? A treasure is a section on “The Interviewer’s Top Seven Dirty Tricks” -- one of which is what he calls the “pregnant pause.” It’s the pause that’s used “as an invitation for you to expand on answers you’ve already given.” When you are uneasy with silence, don’t.

Yes, he has some advice on how to look good on television, how to avoid being positioned as “a bad guy” juxtaposed with the “good guys” – and so forth. Many more principles and tips are featured in this book, spiced up with illustrations. When you read it, think of your past or forthcoming interviews. You can re-run them with newfound insights from the book. Amidst all the techniques, however, the book has delivered one point clearly: “You are in control.”