Management Communication, 7th Edition

Appendix E Media Relations for Business ProfessionalsHow to Prepare for a Broadcast or Press Interview

Introduction

During the course of your business career, it will be virtually impossible for you to avoid meeting and dealing with the news media. Inevitably, the media will want access to you as a functional expert when you are least prepared and willing to deal with them – often during a crisis of some sort.

While they are not a surrogate for dealing with the public directly, and while their influence on public opinion formation is indirect and somewhat limited, the news media can provide a useful service and valuable opportunity to reach large numbers of people with a carefully prepared message. Those people who have been most successful ...