It Can Happen to You

Shortly after the terrorist attacks of 9/11 I was thrust in front of the Pentagon press pool reluctantly giving briefings of what was happening in Afghanistan. When I left my job in 2002 for another assignment I told myself “no more interviews.” That was changed as we went to war in Iraq in 2003.

I have since realized that finding oneself in crisis situations or dealing with the media (sometimes the same thing), now including the ubiquitous social media, is not only becoming more prevalent it is actually the new norm in the post-9/11 world. The data is just too great to ignore.

As I described in earlier posts, I decided I wanted to add value for others as I was aided during my military service. I now consult in this arena of crisis management which includes strategic problem solving and dealing with the media. And for me personally, I am still being called upon for what I advise on.

Case in point, I was recently asked by a producer to give an interview for a Canadian television pilot—North of 49, A Guide to the Rest of Your Life. The show’s title is a play on words given it refers to the geographic reality that most of Canada lies north of the 49th parallel of latitude, the targeted age of the show’s subjects and audience is 50 or over (that captures me), and segments involving the second halves of peoples’ lives, in my case, my new career after being retired from the military. The show is about the 5 W’s—Who, What, Where, When, Why—of transitioning in mid-life that includes health, finance, career changes, and more.

I used all of my experience in agreeing to do this interview including negotiating my participation, describing the limits I would operate within, talk only about what I knew…you know, the stuff I wrote about previously. When it came time for shooting the interview I worked hard to stay in my lane, avoid unnecessary controversy, and describe things I knew rather than opine or deal in conjecture. In other words, I tried not to be a poor subject.

I also noted the show’s producer used significantly less material that what I observed being shot. But the result is a segment called Person of the Week that both the producer and I am happy with. And, as is the reality of the post-9/11 world where social media supplements and sometimes supplants the news cycle and television schedule, this interview is on YouTube.

This really is another object lesson in practicing what is preached because it happened to me (again) and it can happen to you…and someday will.

So the lesson as a question is, are YOU ready?

On or Off the Record?

There are several ways to do interviews with a reporter or reporters: you can be “on the record” where your name is attributed and usually quotes or first person audio/video are used; you can provide a “backgrounder” that is usually requested by media for more detailed information than they would use in a time sensitive story and is on the record

OR

you can be an “unnamed source” which reporters would prefer not to use but do given the value of the information they get; and you can be “off the record” wherein whatever you say cannot be attributed back to you.

But are you really safe in going “off the record” and is it a good idea?

Sometimes a potential interview subject will want to talk only “off the record” or during an interview declare “this is off the record” (believing that it cannot be used) to skirt touchy issues. In my experience this is usually when an individual wants to get something off his or her chest but is not willing to allow his or her name to be used due to concern for privacy, job security, discipline, violating policy, or just wants anonymity for personal reasons, e.g. avoidance of confrontation, fearful, etc.  Regardless of the reason, the premise is the information you have can not be attributed back to you.

I submit that this is bad practice and should be avoided by almost everyone for a couple of reasons...

The reporter wants you on the record because it adds credibility to his or her story to have an attributed—and verifiable—source; being “off the record” or an “unidentified source” does not guarantee you any real protection. The reporter may not want to burn sources for their own reputation or potential future work with you but if the information is important enough to the story, you will get burned. And if you want to be off the record or “cannot use my name” because of your worry of being an attributed source, then simply do not do the interview.

But it is notable that more unnamed and off the record interviews are happening. I am willing to bet that most on the bus with General Stan McCrystal and the Rolling Stone magazine reporter believed they were “off the record.” Many are also turning to social media to vent their issues and concerns because it is so easy to remain anonymous. Or are you?

Many believe they are shielded from being named by just saying “off the record” or remain anonymous by using a ficticious name in social media. Until better legal safeguards are put in place and enforced, I believe we are more vulnerable than ever. Evidence of this includes the likes of Strategic Lawsuits Against Public Participation or “SLAPPs”, the Computer and Internet Protocol Address Verifier or “CIPAV”, and the un-empathetic tech savvy geeks (not used in the pejorative sense here) posting anonymous viral outings that are becoming commonplace, much less the criminal minds.

So, unless you have good legal advice always at hand I recommend doing two SIMPLE (emphasis added) things:

#1 - Be careful in the words you choose to use.

“It’s so simple to be wise—just think of something stupid to say and say the opposite.”

                                                                                                       - Sam Levenson

#2 - Stay “on the record” and just do not talk about things you do not wanted attributed to you.

“Never pass up an opportunity to keep your mouth shut.” 
                                                     - Winston Churchill

Going “off the record” is tantamount to ‘going off the ranch.’  You just do not want to do it because once you are ‘off’ you really do not know where you are. For sure you will not like it if “it” gets back as being from you.

Takeaway:  It is NOT a good idea and it is NOT safe to be “off the record.”

How to Negotiate with the Media

The recent furor surrounding the Rolling Stone magazine profile of the Afghanistan war U.S. military commander and subsequent change of leaders by the President is instructive on many levels. However, this post is not about the merits of whether the interview should have been granted, or whether it was a good reason for leadership change, or even if the article exposed valid concerns regarding the war. This post is about the imperative for anyone to negotiate the terms and limits of an interview with the media prior to granting it.

Believe me, I speak from experience, if you give an interview that is not previously negotiated for terms or limits you will NOT be in control—the reporter will—and you may be very unhappy with its outcome.

To be clear, this is also not advice about giving a media availability or press conference but participating in an interview that is usually one-on-one though many of the steps can be germane.

Below is my simple 5 Step Process for How to Negotiate with the Media:


Step #1 – You may have friends who are reporters but a reporter interviewing you is not your friend.

Reporters have jobs to do and are often assigned by editors or producers to stories, sometimes ones they would prefer not to do. Reporters have specific things they are expected to get including information and/or imagery and they are under tight timelines, especially television and radio reporters. They do not have time to waste; they have to get their story, have them edited and approved, and make deadlines.

Reporters are most often pleasant people, even friendly, because they know in dealing with people, defenses will be up when they call and they need your help. But they are not your friends regardless of how they come across to you. They must get their story and you may or may not be part of that or the subject of it—in any case, you are a means to an end for them.

Whether acknowledged or not, every interview is taken with an agenda by the reporter. Sometimes it is “to get at the truth” or “find out the other side [of an issue]” and sometimes it is even nefarious. But it is never open ended or objective because human beings by nature want closure and are subjective. Any individual, company or organization must believe this before giving an interview.

This is not to say that if one does not submit to an interview everything will work out fine or the story will be dropped. The issue is how important to the story is YOUR input. You need to find this out.

There is a common misperception that reporters will not negotiate any kind of terms or limits on anything regarding their interviews. I have heard responsible people relate “they are going to write what they want anyway so why should I get caught up in it.” This is a mistake because while true for some reporters, most professionals will negotiate with you as it is important for them in getting the story and negotiating makes it easier for you both. The ones that will not negotiate do not get interviews with me. Most of the time it will be important for you to contribute to the story by granting an interview but do not believe the reporter is your friend during this process regardless of how pleasant he or she is.


Step #2 – You need to know what the story is going to be about and what your role in it is expected to be.

While reporters will rarely, if ever, give you their questions in advance they will almost always tell you what they are working on. You need to know this because you do not want to be part of any story that is not something you are intimately familiar with or work around. “Stay in your lane” is what all bosses want, as should you.

Going on the record about something out of your lane is courting disaster including potential of dismissal or lawsuit. Therefore, you must find out what the story is about and what the reporter wants from you. The only way to do this is to find out in advance of agreeing to grant the interview.

Step #3 – You must dictate the terms and limits of the interview.

If you do not state up front what you will and will not talk about or allow — e.g. define the limits — then the reporter is free to do so. I believe this was the case in the Rolling Stone interview. This is not the reporter’s fault or devious ploy, it is a business rule.

And, you must dictate the time limit or else it could go on for days as it did for General McChrystal and his aides with this reporter on board a bus. You should always allow only a short time for an interview if only for the reason to keep yourself from going on.

Get to your points as fast as you can in as few words as possible once being interviewed. But set the limits in advance.


Step #4 – Always assume you are being recorded even when negotiating.

I was told early that if I can see a camera it can see me. If ever you see a pen and pad, a camera, microphone, recorder, or you are on the telephone, irrespective of what anyone says, you must assume that you are being recorded.

There are plenty of “off camera” gaffs on YouTube which attest to that. The little red lights on the front of cameras do not mean a thing to you; they can be turned off while the camera rolls. Even if the camera is not on you it will still pick up your voice. And though you must give your permission or be warned for a phone conversation to be recorded that does not mean it still will not be when you are called. Reporters need accurate notes and small digital pocket size recorders are just too convenient to do without.


Step #5 – Always treat reporters with respect.

Being a “tough guy” with a reporter or trying to put one in his or her place may feel emotionally satisfying at the time but usually backfires. How do you like being talked down to in any environment or situation?

Reporters are people too and have an important role in our society—getting us information—whether we appreciate it or not. So, if not acknowledging this, treating every reporter with respect at least puts you on the best possible footing for a better outcome than acting otherwise. Reporters certainly know how to treat you unfairly if they want to—do not give them an undue reason. Instead, think of what you want readers or viewers to think of your responses and not the reporter’s questions. If ever you do meet a particularly nasty reporter or one who is asking particularly nasty questions you can always, politely, end the interview. Always treat them with respect.

So, how does one negotiate with a reporter? Simple…just take or return their phone call and ask the questions noted above. Then assert what you will and will not talk about. Include what is off limits and put a time limit on the interview. It is a reality that reporters will inevitably ask what they want even if it violates the limits you put down. But it is also within your power to answer only what you agreed to beforehand or should. That keeps you in control and a good reporter will respect you for it. When you negotiate this in advance, neither of you will be surprised.

Sooner or later you will find yourself being asked to grant an interview. Most of the time it will not be for a ‘feel good’ piece. The reporter found you because of a lead, your position or known expertise, or awareness inside the story being developed for the news. You must decide whether to grant the interview or not but dismissing the opportunity without knowing the reason for the story could end up with a poor, or worse, story than if you had. When you find out what the story is in advance and what your part in it is, you are now empowered to make an informed decision.

So, your mindset should always be “maybe” but not before you negotiate with the reporter. This puts YOU in control and not the reporter.

There are a few more things to consider in negotiating with a reporter for an interview but these are the main ones, the most important 5 steps, from my experience. And, for the sake of simplicity, I like to do things that do not exceed the number of fingers on a hand.

*BOTTOM LINE:  Never agree to grant an interview with a reporter without negotiating the terms and limits of what you will do.