THE FOUNDATION OF MEDIA RAPPORT

Cornerstone #2: Skills > Wisdom

If you are going to hold yourself out as an expert on a specific topic, you better make sure you ARE an expert on that topic. Too often people are seduced by the idea of being in a national newspaper or magazine and put common sense aside. If you are approached by a reporter for an interview and it is on a topic you are not knowledgeable about, do not do the interview. You will be doing more harm than good.

If you anticipate that an opportunity may come up to do an interview on a topic, do your homework, study the issue and make yourself an expert. You must be wise in selecting what to help reporters with and what to leave alone. Now, if you are an expert on a certain topic, be sure to be up-to-date on all information relating to that topic. Being quick to respond to questions and coming across as an authority will help you during the interview process.