Turn Media Questions Into Wins with Insider Secrets

Effective media communication is a learned skill, not an innate talent.

That's the universal truth I've observed in my decades of work with executives, government officials and industry leaders.

Putting it another way: it’s easy to ask questions - but mastering the art of answering them is another matter entirely.

This challenge often leaves high-profile professionals hesitant to engage with the press, and for good reason.

The media landscape is unforgiving, where one poorly chosen phrase can overshadow hours of thoughtful discussion.

It’s easy to ask questions - but mastering the art of answering them is another matter entirely.

A single misstep can damage years of reputation-building or even destabilize a company’s market value.

As Warren Buffett wisely pointed out, “It takes 20 years to build a reputation and five minutes to ruin it.”

For years, traditional advice to spokespeople has revolved around deflecting tough questions and relying on rehearsed talking points. Unfortunately, this approach often backfires, making leaders appear guarded or insincere.

This disconnect has fueled growing public distrust of institutions and their representatives.

To regain trust and control over their messaging, spokespeople must develop a way to navigate tough questions with transparency and composure - without falling prey to sensationalism.

Traditional advice to spokespeople has revolved around deflecting tough questions and relying on rehearsed talking points. Unfortunately, this approach often backfires, making leaders appear guarded or insincere.

My coaching is built around a values-based communication model that emphasizes clear, honest responses. This framework is designed to reduce ambiguity, prevent misrepresentation and mitigate the risk of being quoted out of context.

Here’s how my method works. The seven core pillars include:

• Understanding Your Audience: Tailoring your message to resonate with the concerns and priorities of your stakeholders.
• Crafting Clear Key Messages: Developing concise, memorable points that reinforce your narrative.
• Bridging to Your Message: Strategically redirecting questions back to the themes you want to emphasize.
• Maintaining Composure Under Pressure: Techniques for staying calm and focused, even in confrontational interviews.
• Fact-Based Storytelling: Using compelling data and anecdotes to back up your points while avoiding speculation.
• Proactive Crisis Management: Preparing for worst-case scenarios with strategies to protect your reputation.
• Practicing Empathy and Authenticity: Building trust by showing understanding and sincerity in every interaction.

This approach equips leaders with both the strategic insight and practical tools they need to manage their image effectively - even in the most high-pressure situations.

Whether you’re announcing a breakthrough, sharing challenging news, or handling a full-scale crisis, my system provides the structure to deliver messages that strengthen your credibility and influence.

Curious to learn more? Send me a message, and let’s start the conversation.

Did You Miss These Great Posts?

What Kind of Public Statement from a Scandal-Stricken Company's Leaders would Rub You the Wrong Way?

Corporate scandals violate public trust, upsetting even those not directly affected.

Think of major offenders like Bernie Madoff, Enron, Theranos and other that have gone down in infamy.

What type of public apology leaves you most dissatisfied?

Click on the image of the poll below to see how LinkedIn users answered this question.

Skepticism is the Enemy of Trust.

When you're facing skepticism, you're up against a powerful barrier to building trust. You have to address it directly - ignoring it only amplifies the doubts in the room. But when you lean into skepticism with genuine empathy and transparency, you can turn critics into believers.

Skepticism comes in different forms.

Click on the photo below to learn more!

MICHAEL'S MOTIVATING MISSIVE

If you want to win over the media, follow this tip: give them news they can USE.

The easier you make their jobs, the quicker they will learn to love you, which will pay off someday when your relationship with the media is tested.

THANKS FOR READING!

If you found this newsletter helpful, pass it along to your LinkedIn connections - and beyond.

And be sure to click the Empowered Speaker link below to learn how to attract high-end clients by avoiding disastrous speaking miscues.

Know what to say and when to say it.

Go be great!

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