At Ease With the Media

Insights for media relations practitioners and their spokespeople

Why Bridging and Staying on Message are Destined to Fail

There is a single word that explains why constantly bridging and staying on message are doomed as media relations tactics: convergence. That is why At Ease With the Media embodies the modern approach, rather than being message-driven.

At Ease With the Media teaches spokespeople to manage exchanges with journalists to win-win outcomes—assisting the journalist on one side while supporting the organization’s objectives on the other.

Spokespeople understand the value of answering questions clearly and concisely. They learn to strategically influence audiences through the journalist, but are flexible and adaptable to the journalist’s needs along the way.

Of course, they are taught to always protect themselves and their organization at every step.

As the embedded interview illustrates (if the interview isn’t visible at the bottom of this article, click here to go to the TV network site), prior to convergence, a spokesperson could get away with repeating the same thing over and over, especially when answering questions from a print journalist or providing a quote for a newscast.

Today, however, the rules have changed. A single article on a website can contain both the print article, which provides detail into the issue, and the actual unedited interview with the spokesperson. In this format, it becomes obvious that the spokesperson is avoiding all questions by stubbornly repeating the same thing over and over.

There are some lessons to be learned here.

If your media training consultant focuses on constantly bridging or is mired in staying on message, find someone else to work with. Your spokespeople and your organization deserve better.

The results of a modern approach are clear: better relationships with reporters, improved strategic outcomes, and effective risk management.

Finally, if you provide media training that focuses on constantly bridging, please continue to do so. Those of us who have moved beyond that paradigm will be happy to chip away at your customer base.

If You Didn’t Like It Then … Why Do It Now?


An experience in San Francisco a few years ago opened my eyes an interesting irony that exists in the media relations industry.

In 2009, I had just finished creating and testing my At Ease With the Media online training program. Around that time, I attended the IABC world conference in San Francisco. While in the Bay area, I decided to schedule a few sales calls for my newly-completed online program in a relatively safe environment.
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One of those meetings was with the director of media relations for a national professional association. Going to the meeting at Fisherman’s Wharf even became a bit of an adventure; it may be the only time I will ever ride a cable car to a meeting.

During our discussion, the director revealed that he was a former journalist. A minute or two later, I asked him what his biggest pet peeve was when, as a journalist, he was interviewing someone. He barely hesitated, then replied: “When spokespeople didn’t answer a simple question directly. I couldn’t stand it when all they talked about were things that were important to them—when they kept going back to their messages.”

Later, I let him pick a module from the online program to sample. He chose "Working with Reporters.” This module discusses creating win-win outcomes with journalists—helping the journalist by answering questions clearly and concisely on one side, while seeking strategic opportunities to influence specifically identifiable audiences along the way.


Towards the end of the meeting, I asked: "Can we do some business together?” He replied: “I don’t think so.”

When I asked why, he replied: “Because you are not as message-driven as we are.”

Well, folks, if you pushed me with a feather at that moment, I would have fallen off my chair. I immediately started to wonder how many other former journalists have done exactly the same thing.

I didn’t get the sale because I didn’t know how to overcome the objection without offending him by pointing out the obvious irony. I have since learned to overcome this objection because I have encountered it many, many times.

Win-Win Outcomes

Call me crazy, but I believe that spokespeople can be taught to answer journalists’ questions clearly and concisely as a means of communicating effectively with them, helping them complete their stories accurately, and enhancing working relationships. (It is, after all, called “media relations.”)

I also believe that gaining a strategic communication advantage is not mutually exclusive to the skill of answering questions. As I’ve witnessed during thousands of media training sessions I’ve delivered over the past 34 years, spokespeople can be taught to seek, identify and capitalize on strategic opportunities during interviews while helping the journalist and protecting themselves along the way.
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In fact, the most effective media relations programs are constructed on the concept that it is possible to answer questions clearly and concisely while gaining a strategic communication advantage.

Research shows that win-win outcomes are the foundations on which communications excellence is constructed. And media relations is no exception to this rule.

In an information-driven world, can your media relations program be constructed on excellence if your spokespeople are only taught to talk about what is important to them?

Forgive me for pointing out a potential irony, but couldn’t that be the part that’s mutually exclusive?