Even before the news media calls, you should have taken several steps to position your organization for success. These steps include:

1. Have a media policy in place.
    

2. Identify issues the media may call you about (especially sensitive and controversial issues).
    

3. Identify issues you want to discuss with the media.
    

4. Anticipate questions and develop messages for these issues.
    

5. Develop talking papers on reoccurring issues.
    

6. Gather success stories, examples, quotes from authoritative sources, analogies and other "memory hooks" on an ongoing basis.
    

7. Train your spokespersons (and that means every spokesperson, including yourself).

As famed UCLA basketball coach John Wooden constantly told his players, "Failing to prepare is preparing to fail." His teams had great talent, but how many teams with great talent don't win championships? His teams won 10 NCAA titles in 12 years because they were the best-prepared team.

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.)