6 tips to look good for the media

While marketing and advertising may give you an edge in rough times, don't assume that media exposure will help you meet business targets—or even your communication goals.

Prepare for media interviews by reviewing what the reporter has published or aired before. Ask the reporter for draft interview questions in advance.

Most of all, know what you want to say and rehearse it.

Follow these six tips to get the main idea you want to convey into an understandable story:

1. Make your answers short. A 10-second sound bite is better than droning on and being cut off midsentence.

2. Never say "No comment, which sounds as though you have something to hide. Instead, explain why you can't answer, promise to get back to the reporter and follow through later.

3. Listen closely to the question, and answer thoughtfully. If the question seems to come from a parallel universe, don't go on the offensive. Instead, say, "Here's how I see it, and clarify.

4. Use this kind of "bridging to move from the interviewer's goals to yours.

5. Tell stories, make comparisons and offer simple statistics to back up your points.

6. Keep your body language open and friendly.

Later, measure not just the amount of media coverage but how well it converts into your goals. Sometimes media exposure can be counterproductive, if an executive is seen as not minding the store.

Finally, keep your media ties strong. Just as in real life, you can't turn relationships on and off at will. Speak regularly with journalists—not only when a crisis hits—to explain developments in your field.

And remember that the media itself is now in crisis. As the delivery of news and commentary change, hang on for the ride.

— Adapted from Strategic Corporate Communications, Paul A. Argenti, McGraw-Hill.