ABSTRACT
Just because you may “feel” well-equipped for your media interview, does not necessarily mean you can predict the media person’s agenda, or how your sound bites will play out on social media. What you can count on is your own ability to be present and self-aware with your good intentions, and to know what you can and should discuss. Your goal in an interview is to deliver the truth, be accurate and informative, and bring communications transparency to the people receiving the information you share. Your job, as the expert in an interview, is to always think of the audience you are serving; being sure to help people and not confuse or harm them. When you reach expert interview status, the megaphone is in your hands, so you can amplify a story through the media. There is an opportunity and a responsibility. Yet, you may be watching your favorite interview programs or reading your favorite publications and wondering what has happened to the good sense and the responsibility in communication. The Q&A in Chapter 4 help you to showcase your ethics and good judgment in media interviews and appearances. Whether you are the person interviewing or you are training someone else, it is time to put the ethics back into media by showing up, standing up for your values, and by demonstrating ethical behavior with every media interaction.
