While we’re accustomed to think of this as the Age of Conversation (and a special shout out to blogger Valeria Maltoni for helping popularize the concept).  it is a mistake to think of a media interview as a conversation. Sure, you want to be pleasant and friendly, but make no mistake about it:  a media person/blogger has one set of objectives and it’s unlikely they are your objectives.

The media person wants to get a story. And typically the story diverges from the one you or your company want told.  And then there are biases. Traditional media in fairness tries to present both sides of the story.

Remember that the classical definition of a story includes a protagonist and an antagonist.  The clash of the two is what makes drama.  A good media person in telling a story wants to recreate that conflict. It more accurately represents the multidimensional truth and makes better copy. Warm and fuzzy typically means boring.

All of which means you need to be aware when you talk to the media not just of your side of the story, but of the entire story. Is there any negative slant to what you do? Any opponent who can claim to do what you do better? Anyone who can question the validity of your work? Now obviously you don’t want to bring to light any negativity. But be sure you put your best foot forward so that any possible attack is proactively defended against.

That is you need to think like a strategist…or a savvy politician.

Let me give you an example. Let’s say you’re in a manufacturing business where some chemical concerns might arise. The best way to deal with this is to clearly explain what you’re doing and why it’s valuable – the positive story while quelling any nascent concerns. You don’t want to dwell on any possible negative backstory; however, you want to be sure your side of the story gets told.  That means mentioning the extraordinary quality control you use or other validating points to insure your meeting or exceeding all safety requirements in order to deliver this very needed product.  You don’t want to belabor the point and look defensive but simply state the facts. Obviously, if a media person comes back to the issue, you’ll want to go into greater detail. But in the meantime you want to hone in on the value you’re providing.

Here is a checklist of 4 things to think about when talking to a media person/blogger:

• Be prepared. Know your talking points ahead of time.
• Have a clear message. Don’t be afraid to think like a politician. Have clear points you want to get across and repeat them several times.
• Visualize the entire story. Realize where the story may head and be prepared for all possible angles.
• Be helpful.  Don’t try to fudge a story. Provide facts, figures and material the writer can actually use.