Smart executives and business owners know that a good
public-relations program can build a brand and burnish a
reputation. Good PR costs less than advertising and lends
credibility to your organization, products, and services.
But even if executives believe in PR, if they are not trained or
experienced it's important to properly prepare them before
granting any interviews. No executive should appear unprepared when
representing the organization during an interview. Just as
importantly, they should not come across as arrogant or aloof. A
key to ensuring that the boss performs well is to train him or her
for media interviews.
The following is a quick-reference guide for anyone dealing with
the media. It is not a guide for serious crisis management, but is
a good playbook for more routine media interviews. Think of them as
"The ABCs of Media Interviews." If the interviewee knows
this alphabet, then he should not stumble by misstating facts,
appearing unprepared or
