I have done a lot of media work- from being in front of the media to
briefing government and corporate officials for their appearances before
the media. From my experience this is one area where it is too risky to
learn on the job. Thorough preparation is needed. The PR office should
conduct briefings with the people who will be on camera, radio, or
interviewed. It's not so much being capable of *answering tough* questions
and stand any attack from the press and media, it's having a clear message
and knowing how the media game is played.
There are many books on presentation skills. Your PR person should be able
to clue you in to the parameters of working with the media. If you would
like an outline of topics that I have used and find useful, please let me
know.
-- Carol Sager The Critical Linkages II Newsletter 21 Wallis Rd. Chestnut Hill, MA 02167 617/469-9644 v 617/469-9639 fax sageredent@aol.com