Page 208 - The New Articulate Executive_ Look, Act and Sound Like a Leader

DEALING WITH THE MEDIA 199

ter with an associate about what you should not be saying could be
overheard by an ambitious production assistant and wind up on the
air as an unwelcome interview question.

Care more about the message and the points you want to make
than how you are doing. If you do this, you probably won’t have to
worry about how you are doing, because your commitment and
focus will gather momentum and carry the day.

Know your show. What is the show’s format? Controversy? Con-
frontation? Political? Social? Bizarre? Is the host bright, stupid,
angry, ambitious, liberal, or conservative? Does he or she prepare
thoroughly? Or does the host reveal more style than substance?
Knowledge of what you are getting into can give you a better idea
of how to conduct yourself.

Think the right thing. Rather than picture yourself in a defensive
posture, take the opposite view and go on the offensive.
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See yourself, as Sarah Palin does—love her or loathe her—as
someone on a mission, a prophet of enlightenment.
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Try to be positive, helpful, and enthusiastic. Clarify and instruct.
Give vivid examples. Take a genuine interest in trying to convey
your answer or point of view in the most helpful way you can.

Don’t attack your opponent. That’s just bad form—especially when
he is not there to defend himself. Feel free to question logic, reason-
ing, or conclusions, but resist the temptation to impugn one’s char-
acter or motives. People who stoop to personal attacks can themselves
be seen as suspect.