The Expert Answers: Working with the Media

In recent weeks, Jim Cameron, president of Cameron Communications, has been reading  your queries on working with the media as part of our Ask the Expert series. Below are response to your questions. Thanks for writing in!

Writing for a newspaper
Question: I have a lot of knowledge to share that could be useful to the general public, especially around tax season. I've often considered writing a regular column for my local paper that would help answer some common tax-related questions. How do you suggest I reach out to a newspaper or TV station to suggest this idea? Who should I ask for and is this a bad idea?

An excellent idea if you have the time!
What I'd do is contact your target paper's editor (you'll find a name on the masthead, or just call their office). Introduce yourself and tell them what you can do. Don't expect to get paid, budgets being what they are. But getting your name and your firm's contact info in print should surely lead to some potential business!

Don’t quote me
Question: Does a reporter really respect your request about just giving background and not being quoted?

This is always a touchy question...
Not all reporters agree to abide by, let alone have, a code of ethics. The safest way to deal with reporters is to stay ON the record, saying what you're comfortable being quoted.
Why would you want to go "off the record"? and why should you trust a reporter with that?

Accuracy of quotes
Question: What should I do if I feel like I've been misquoted or misrepresented in an article? And why won't reporters let me see their stories before they are printed to make sure I'm not being misquoted?

Why should a reporter show you their story before "going to press"?
They shouldn't have a problem as the interview ends with reading you the quotes they have written down. That's the time to catch misquotes.

Becoming an expert
Question: I read a lot of articles where CPAs are cited as experts in something, and they get to talk about some area they’re familiar with. How do I become one of those guys? Being cited in a news report on, say, taxes would be great publicity.

Reporters have no way of judging who's an expert and who's a fraud... aside from your track record in business and any third-party endorsements (i.e., awards or references).
Most "experts" become so simply by declaring themselves as such!

Print vs. broadcast
Question: What would you say are the main differences between interviews for print media and those for broadcast media? Which do you personally believe is more effective? Do you advise that one should prepare differently for each?

I'm a bit of an iconoclast on this topic in that I do not think that TV matters anywhere near as much as print.
TV is too transient. Print (and I mean websites, newsletters and newspapers) is forever.
TV reporters aren't that smart. Print reporters are.
TV is simple and for the masses. Print can be complex and highly targeted.
If you're looking to promote your practice, focus on print coverage.

Fear of live interviews
Question: I'd like to be interviewed on TV but I'm not comfortable with live interviews. How can I get over my fear?

Well, a media training workshop might help ...
Or, just practice with a friend or colleague on camera. Knowing what you want to say and rehearsing it goes a long way to assuaging your nervousness.
Check out my blog for some other helpful tips: http://www.cameroncomments.blogspot.com/

Reporters as "vultures"
Question: Aren't reporters always trying to get you to say something you didn't mean to say? How do you know if a reporter is one who won't take what you say out of context? These TV reporters seem like vultures sometimes.

You've been watching too much Fox News...
Reporters are out to get a good story to draw viewers. If you agree to be interviewed by a Geraldo Rivera or a Bill O'Reilly you should know what you're in for.
All reporters are not "vultures" anymore than all CPAs are in cahoots with Bernie Madoff.

Public speaking... media interviews
Question: I have done a lot of public speaking during my professional career and have been very successful, but I have had limited experience with media interviews. How can I transfer my skills as a public speaker to do successful media interviews? What is the best way for me to contact media for interviews?

In my media training workshops I always compare a media interview to a presentation. Both are chances to tell your story. A media interview is not a deposition, debate or conversation. The trick is getting your message across about X when you've been asked a question about Y.
If you're comfortable standing in front of a crowd and delivering a speech, then handling Q&A, you should be fine in a media interview.
As for contacting the media... I suggest you start with local print media, maybe a weekly or daily paper. Offer your expertise as a CPA to comment on the news of the day. When they do quote you, take that clipping and share it with other media, including TV.
Or, when you see something reported that is just dead wrong, contact the reporter and politely explain how they got it wrong. Then say "feel free to call me next time you're working on a story like this" and they probably will.
It's all a matter of building relationships...