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By Julie Bennett
October 2, 2008
To paraphrase Rudyard Kipling, all about you are losing it and some of them are blaming some of it on you... Don't duck for cover - now's the time to be seen to show some leadership.
1. Be the hunter not the hunted
Be proactive. Actively seek out opportunities to talk to the media to comment on what's happening, why it's happening and what can be done about it. You might not have all the answers, but you can make interesting, well-informed comment. But a word of warning: before you utter a single word, be prepared.
2. Make like a boy scout
Find the right media to talk to - choose media your clients read, watch and listen to. Do your homework. Get to know journalists working in your chosen media. Build and strengthen relationships with them. Then make your practice media-ready. If there are skeletons in your closet, address them. There may be things you really can't talk about, for legal, contractual or other reasons, but generally, if asked, you must be able to honestly explain any issues in the best possible light.
3. Understand the current crises
Read the papers, watch the TV reports, listen to the radio, scour the blogs, have a clue! Listen to conflicting views on the current crises - then form your own. Play 20 questions: ask yourself 10 questions on the issue, make 10 points. Support them with strong facts and interesting anecdotes. Then make 10 counter points. What would you argue if you were debating yourself?
4. Have your own agenda
Remember the reason you must keep talking to the media: to reassure your clients and to protect your business. Develop key messages that highlight everything that is good about your financial practice. Support these too with strong facts and interesting anecdotes.
5. Get sexy with your sentences
It's not just what you say, it's how you say it. Chances are the comments you make will mirror someone else's so be more interesting than the next guy. Anyone can mumble: "In these troubled times, it's important to protect your assets"; it's much more interesting to say, "Don't get caught with your pants down!" An excellent sentence honing exercise is to try turning what you want to say into attention-grabb
6. Practice, practice, practice
Once you've found the right words, rehearse them - over and over again. Repeat your own headlines into a tape recorder, bore your friends with them. Practice until they simply roll of your tongue.
7. Stay calm and in control
Journalists have many marvelous methods for making you say what they want you to say. If they ruffle your feathers, take a deep breath. Steer the interview back on course using phrases like: ‘The overall issue is... What's important to remember is... and then get back to your own agenda. Do it politely. Don't embarrass or show up a journalist. And while we're on the list of don'ts - don't lie, don't say anything you don't want made public, don't feign knowledge you don't have. Don't be too cute. Don't speculate. Don't lay blame. Take responsibility only for things that are your responsibility.
The financial sky might be falling in, but be smart - get professional media training and learn how to work with the media to open your umbrella.
This article first appeared in FinaMetrica Newsletter - www.riskprofili
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