In Part I of this series, "Setting the Trap," we looked at a real example of a company that fell for the interview trap, not once, but twice! What fundamental error did the CEO make? She agreed to do taped interviews. By providing 20 or 30 minutes of dialogue for the producers to slice and dice according their agendas, she just gave them more rope to hang her. As a long-time veteran of national TV news revealed, “If we are going to go to the trouble and expense of taping and editing an interview to fit into a news story, it’s because we’ve already determined what the story is going to be and we’re just looking for quotes – or pieces of quotes – to support it.”
Your organization is in full crisis management mode. Armed with legal counsel and a communications strategy, it's time for your CEO to speak to the media. During a taped TV news interview, she hits all the right notes - staying on message, bridging to key points and projecting a calm, but concerned, demeanor. You and your staff rejoice - crisis controlled!