The phone just rang. It's a reporter. Now what?

Every time I step in front of a TV news camera, I think about my high school AP History teacher who said: "Don't ever talk to a TV reporter. You'll look like an idiot!" 

I’m not sure what shenanigans prompted her to say that, but she had a nugget of wisdom. It gets to the cardinal rule of working with the media: ALWAYS prepare. And I mean always.

Here’s a quick story from my experience where asking a reporter to call back in 10 minutes so I could prepare was the right move. I was leading communications for an environmental advocacy group when a toxic algae bloom shut down Toledo, Ohio's drinking water supply on a hot summer weekend. Scientists had warned this could happen – now it was. People couldn’t drink the water or use it for any purpose, not even for a quick splash to wet a toothbrush. When my phone rang, it was a reporter from the Wall Street Journal. Until that moment, media interest had been local and regional. This was national news now.

My phone was ringing nonstop, emails were flying back and forth, and texts were piling up from colleagues at partner organizations as we tried to get ahead of the story. I asked the reporter a few quick questions - who he'd already talked to, what he was looking for - and then I asked if I could call him back in 10 minutes. He said yes, but that was about as long as he could give me.

Ten minutes was enough. I sat down, skimmed my email and texts for any new information, reviewed our talking points, and steadied my nerves. The science was complicated but we needed to explain it in a simple, understandable way. When I called him back I told him that the pollution flowing into Lake Erie had created an all-you-can-eat buffet for algae, which fueled the toxins causing the crisis. He used the quote and returned to us for follow-up stories, keeping our organization’s perspective in the national spotlight. That 10 minutes of prep made the difference between scrambling to make my points and being ready.

If you walk into a media interview without preparing, you're taking a real risk. At worst, you stumble through it and potentially look like an idiot. At best, you get through it but leave out your most important points. Either way, your issue doesn't get the attention it deserves.

It doesn't have to be like that. Taking a few minutes to prepare is worth every second. And with preparation, you can get better at nailing media interviews. Here's how.

Clarify. Get a bit more information about the reporter's story to help you prepare and to understand if you're the right person for the interview. You may discover that you’re not the right person for the reporter to interview. And that’s ok! Be honest with the reporter and suggest someone else. 

Ask: Ask to call back in a few minutes so you can gather your thoughts first. "What's your deadline? Can I call you back in 15 minutes? What’s your phone number?" It's okay to say you want to focus on the conversation and that you'll be better able to do so shortly. (Unless the reporter’s deadline is the next day or later, I wouldn't ask them to wait longer than an hour.) And whatever time you commit to, keep it.

Write down your talking points. After you've set up a time to talk, think about what questions the reporter might ask, and jot down your main points. 

Remove distractions. Find a quiet place to call the reporter back (if they're print or radio) or scope out a quieter spot for the reporter to set up a camera. Focus on the conversation and the questions they are asking you.

A reporter calling you means they think your perspective matters. A few minutes of preparation is all it takes to make sure your message is the one that ends up in the story.

Your issue deserves to be heard. Don't let a missed step stand in the way.

I've put these four steps into a one-page checklist you can keep at your desk or share with your team. Download it here.

What's the part of a media interview that makes you most nervous? Send me a note, and I’m happy to offer a few quick suggestions to help. 

And, if media training for your team is on your radar this year, that's one of the things I do. Always happy to chat about your needs. Find time on my calendar to chat.