Mastering the Media

During a microphone check on August 11th, 1984, President Ronald Reagan said: "My fellow Americans, I'm pleased to tell you today that I've signed legislation that will outlaw Russia forever. We begin bombing in five minutes." He was unaware that his words were being recorded, of course. Still, many similarly inappropriate comments have made it on the air, both deliberately and unconsciously. To make the most of outreach opportunities, and avoid broadcast blunders, ensure that you:

• have designated, trained media representatives.
• provide opportunities for them to practice.
• create talking points.
• present a consistent, well-considered message.