By Sanjay Paranandi, Public Relations Specialist

The New York State Society of CPAs recently held a media training session in a growing effort to have members gain more knowledge of how to communicate effectively with journalists and other representatives of the media.

Organized by the NYSSCPA Public Relations Committee, the session catered to the Society’s committee chairs, helping them better promote the NYSSCPA and their own practices and businesses as they learned how to answer questions from the press about issues affecting the CPA profession.

Led by Fraser P. Seitel, a top public relations professional, the training session covered many aspects of dealing with the media, including developing solid relationships with journalists, being thoroughly prepared before speaking with reporters and, most importantly, learning how to give a great interview. The session provided the 30 attending committee chairs with a wealth of other useful information for taking part in a media interview.

“The training explicitly reminded me to always be conscious of the way my words would be represented,“ said Ilene Persoff, chair of the NYSSCPA Diversity of the Profession Committee.

Part of the presentation included watching videos that showed the contrast between first-rate and poor-quality television interviews. Public Relations Chair Ginger Broderick, Industry Oversight Chair Richard Piluso and Accounting and Auditing Chair Robert Sohr then took what the group had learned and participated in a mock television interview panel conducted by Mr. Seitel, whose communications consulting firm, Emerald Partners, has worked on PR strategy with top organizations, including Chase Manhattan Bank, Warner Brothers and McGraw-Hill. The panel performed extremely well, answering tough questions and having fun in the process.

Ultimately, Seitel said, the best approach to take when speaking to the press is to “always tell the truth.”

“It is a leader’s responsibility to be well trained when representing him- or herself and the profession before the media,” Broderick said. “There were many helpful hints, including videotaped examples in demonstrating good and bad interviewing techniques. I enjoyed the expert training and believe it should be regularly offered to all the leaders in our profession.”