The Hindu Business Line : You just can't hide

Does the word `media' sound repulsive? If so, `run you can,' but `hide you cannot,' say Ravi Shyam and T.J. Walker. "The digitised lens of the media may zoom in any time, anywhere. Saying `no' is no more an option. As long as you are dealing with a product or a service, you cannot ignore the fact that public interest is always the bottom line," they write in In the Hot Seat, from KenSource (www.kensource.com) .

"When corporate buckets leak, the media cups its hands to drink," notes the intro to the "complete guide to controlling your image, message and sound bytes." The challenge of coping with the media has newer dimensions, after global media players entered India. "The aggressiveness of the media, the punishing deadlines, and the harsh media glare, all call for a new mode of responding."

With appropriate skills, you can play the game on an even keel, rather than viewing media as an adversary. Look at every media interface as an opportunity, urge the authors. "It is entirely up to you to use or lose it." A common complaint from CEOs is that `bad' journalists who are "out to get them" use "damaging quotes... taken out of context." It is not the job of the journalist to `stitch' your comments into context, reminds the book. "It will always be the journalist and the editors who will take the call on the content and context."

Does that mean you are powerless when facing the media? No, "you have 100 per cent control over what comes out of your mouth," affirms the book. "The reporter has 100 per cent control over the questions and the topics, but we interviewees have 100 per cent control over the answers." Bear in mind: "It is not the reporter's job to make you look good; it's yours!" Avoid, therefore, "saying anything that could be embarrassing if used out of context."

As a leader, you may be able to delegate many tasks; but speaking on behalf of the organisation to the outside world is a leadership trait that can't be delegated. "You may have heard of ghost-writers, but ever heard of ghost speakers?" The boss has to communicate well. Period.

In the aftermath of 9/11, the New York City Mayor Rudy Giuliani was widely hailed as a hero. Do you know why? "He talked. He communicated. He expressed emotions. He talked, without notes, from the head and the heart... He was a more talented communicator than the New York governor or even the president of the US at the time." In contrast, the Maharashtra Chief Minister and other political leaders missed out the opportunity in the aftermath of the 26/7 floods in Mumbai, rues the book. "This was the moment to reach out and emotionally connect with Mumbaikars and to let them know, a la Giuliani, that they genuinely cared."

The authors prescribe a four-way test for screening your messaging skills: "Do people understand what you are saying? Does your audience remember what you are saying? Does your audience act on what you've asked them to do? Does your audience tell others what you said?" Passing the test means "you care enough about your audience, and your objectives to genuinely communicate in a captivating manner."

The book has valuable tips to perfect your voice, looks, and body language, apart from crisp counsel on fielding questions and offering sound bites. Use pop culture references, suggest the authors. For example, "I believe Bharat Forge is an excellent company," is not quotable. "I believe Bharat Forge is going to be the Infosys of the auto components world," is quotable.

A book that can help you keep your cool when in the hot seat.

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D. Murali