Aggressive advertising and marketing, why not media relations?

Business executives being interviewed by reporters are presented with an excellent opportunity to communicate an important message. The best moment is when they are asked by the reporter if they have anything more to say at the end of the interview. This last question gives them the chance to summar...

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Bibliographic Details
Published in:Communication world (San Francisco, Calif.) Calif.), 1997-10, Vol.14 (9), p.8
Main Author: Gilman, Andre D
Format: Magazinearticle
Language:English
Subjects:
Communication
Executives
Guidelines
Interviews
Management
Press relations
Public relations
Reporters
Online Access:Get full text
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Summary:Business executives being interviewed by reporters are presented with an excellent opportunity to communicate an important message. The best moment is when they are asked by the reporter if they have anything more to say at the end of the interview. This last question gives them the chance to summarize the major points that they have already discussed or to raise certain issues not mentioned during the interview. Unfortunately, many executives allow this golden opportunity to pass them by. When asked if there is anything else that they would like to add, many reply in the negative and simply thank the reporter. Spokespersons attribute their failure to take advantage of the question to such factors as unfamiliarity with the interview process, loss of control, and unfamiliarity with the reporter or the article. Several tips for making the most of an interview are offered.
ISSN:0744-7612