Dear Pablo,

We had a news conference the other day, and though my boss had something important to say, he didn't get quoted as much as the other company on the platform. How can I get more attention to my boss in news conferences?
- Mixed-up

Dear Mixed-up,

Think in Technicolor and Dolby Sound. In other words, make sure your boss not only has something to say, but that he says it in an interesting, quotable way.
We call this a sound bite. Reframe your messages in quotable quotes and use interesting facts and figures. Back it up with examples. Be brief.
Let me give you a few examples:
"That policy won't work. It is like rearranging the deck chairs on the Titanic."
"Yes, I think we can get this legislation through. Fat possums move late at night."
-If we spend money for this aviation project, we will be funding a flying dinosaur."
See what I mean?
- Pablo



Dear Pablo,

Do you always have to be transparent with the media? Weren't some of the best PR campaigns built on subterfuge?
- Sneaky

Dear Sneaky,

The short answer is an unqualified 'yes.' Would you want your deepest secrets published in Segodnya or the New York Times? Why take a chance by doing the wrong thing?
There are plenty of legitimate ways to deliver messages without resorting to subterfuge and dishonesty. Sadly though, the profession is littered with companies who set up phony coalitions and interest groups.
Rarely do such coalitions pass the "smell test." Most journalists see right through them.
Be transparent. It is better to tell the press up front that "Although Dr. Borys Melnikov is paid by the Acme Corp., he has the impeccable credentials needed to give an honest evaluation of this product."
The journalists will respect your honesty.
Never try to fool the public or the press. It is simply not smart PR.
- Pablo



Dear Pablo,

During a news conference, how do you avoid the question that you can't answer or don't want to answer - the nightmare question that comes out of left field?
- Dodgy

Dear Dodgy,

The first lesson is that there are no bad questions, only bad answers. Regardless of the situation, no one is ever going to put a gun to your head and insist that you answer their question.
The object of media training is to give the media news - not the avoidance of news. If you have called a news conference, and have something to say - we call these 'messages' - then more than likely you will get quoted on these points.
However, you should be prepared for that "nightmare" question. If it is in your mind, there is a possibility that it will be on the mind of someone attending the conference.
Rarely is there a question that you cannot reasonably answer, even if the answer is not exactly what the news media hoped for. Most questions can be answered after a fashion, and then you can bridge - that's a term we use in media training - to your messages.
Remember, the object is not to please the journalist, but to give the journalist a legitimate story.
- Pablo