By Lois Whitehead, Public Relations Manager

Twenty-two New York State Society of CPAs members, including committee chairs, chapter presidents and members of the board of directors, attended a media training session held during the July 13–15 Annual Leadership Conference. Jim Cameron, a former NBC news director with 35 years of media experience, led the session.

“The interview is a presentation tailored to the issue and audience. It’s your chance to sell a story,” Cameron told the attendees.

To make sure the story does in fact sell, Cameron, who runs his own media training company, Cameron Communications, suggests finding out information about the reporter before the interview, and knowing the audience or readership that will be exposed to the interview. To ensure what he referred to as a Triple-A rating for the interview, Cameron said it’s very important to know your subject well, provide detail and be as accessible as possible to the interviewer—satisfactorily answering questions and being available for a follow-up is greatly appreciated. Statistics, third-party endorsements, relevant personal experiences or anecdotes, and analogies are especially useful tools for interviews, he said.

An important part of any interview or conversation with a journalist, however formal or informal, is knowing that you are “on the record,” unless you have stated otherwise. If possible, try to obtain questions from the journalist in advance. During questioning, if you are unable to give specific details, try to provide suggestions or resources that the interviewer can then look into. Cameron also discourages too much use of industry jargon and advises against changing responses once a question has been answered.

If a reporter cold-calls for a quote and time permits, postponing the interview may be wise so that you are adequately prepared to answer the questions. Cameron also says it’s a good idea to establish in advance how long the interview will run. He even encourages standing or walking when participating in a telephone interview to increase the flow of energy during the conversation. While a television interview may have greater appeal for some, Cameron told the attendees to always consider doing print interviews, which he said have greater longevity and usually reach a larger audience.

Cameron’s other suggestions included:

• Preparing new messages or themes to be discussed
• Rehearsing the things you want to draw attention to
• Anticipating tough issues or questions
• Debriefing yourself after each interview.

Following the session, Mid-Hudson Chapter President Deborah Bailey-Browne appeared to make good use of Cameron’s media techniques, effortlessly maneuvering her way through a tough mock interview.

Public Relations Stars

To help advise local media about NYSSCPA events and chapter happenings, the Society has created a public relations liaison position for each of its 17 chapters. The following CPA members have volunteered to serve in this position:

Mike Smith, Brooklyn Chapter
Ed Arcara, Buffalo Chapter
John Savash, Central Southern Tier Chapter
Dionne Johnson, Manhattan-Bronx Chapter
Tracy Cifone, Mid-Hudson Chapter
Alan S. Levine, Nassau Chapter
Paula Morelli-Czupil, Northeast Chapter
Ken Cerini, Suffolk Chapter
Michelle Dickey, Syracuse Chapter

The Society’s Public Relations Department is ready to work with you on any and all interviews that may come your way. Let’s highlight the work of CPAs and increase the profession’s and the Society’s media presence throughout New York state! NYSSCPA Public Relations Manager Lois Whitehead can be reached at 212-719-8405 or lwhitehead@nysscpa.org.