Dealing with the media.

• Author: Feustel, Bruce
• Position: State legislators' relation with reporters

Reporters at your heels may alarm you, but you can turn a scary interview into an advantage by heeding these hints.

You come out of the hearing room, and there they are. The reporters see you coming and practically sprint over. You have the feeling that you said something at the hearing that you didn't mean to say - and now these reporters are going to nail you as part of the evening news.

Is this part of your nightmare as a state legislator? Fear not. A few important tips can help you deal effectively with the media.

Why can't I just ignore them?

You need them. it's a question of numbers - one interview reaches more voters than countless stump speeches. People have a tendency to believe what they read, see and hear through the media. The media will run a story whether you comment or not. The only one who can get your viewpoint across is you.

Who are these people and what do they want from me?

The media bias isn't liberal or conservative. But often, to legislators, it seems negative. You have to develop a professional attitude, and you can't take criticism personally. You must develop a strategy and know what attracts the media. Most of all, you have to learn how to narrow issues so that the media can use your quotes or material.

What should I do when a reporter comes to me?

Avoid the three major traps. Don't take a defensive posture, even if you feel threatened. Don't provide an overly complex account - you always have to simplify your story. Don't sink yourself with your own comments. Your comments will be taken out of context, at least on occasion, so you must focus and simplify what you say.

How do I create a message to get my viewpoint across?

There are four key principles in shaping a message. First, narrow your message. Reporters, readers and viewers are all overloaded with information. You must refine your message if you are going to break through that clutter. Second, make your points relevant - tell what your issue or idea means to your constituents. Three, simplify your...