There is no rule that says you have to drop everything to talk to a reporter. Yet that is exactly what most people do, and they frequently miss a golden opportunity to get their message out. When a reporter calls, you should take these simple steps:

1. Tell the reporter you cannot do the interview at this time, but you would be available later. Set a specific time to call back, making sure that you meet the reporter's deadline.
    

2. Ask questions and get details about the interview.
    

3. Use the time you "Buy" to:
    

• Research the topic
• Develop messages
• Anticipate questions
• Practice
   

4. Write your messages down and have them in
   front of you during the interview.

These steps also work if you are at the location of a news event, such as a police officer at an accident site. Tell reporters you have to do something first, but that you will be back to them shortly. Give them an approximate time. Even five minutes will give you enough time to develop a message.

The "Media Interview Tip of the Month" is taken from my book, Winning Media Interviews: Sure-Fire Tactics to Get Your Messages Out. Feel free to share my tips with your staff and colleagues. I would like to hear from you about using the techniques I discuss in my book. Also, send me a note and let me know if it is okay to share your comments with others on this web page (to contact Steve go here.)