Have you ever been interviewed on TV or for a newspaper story? I suspect that many of you might answer “No, thank goodness!” Really, though, speaking to a reporter is easier than you might think. And, in a time in which we expect organizations to be completely open about their activities, it is more likely than you might think that you will be reached to talk about where you work. Read on to learn the essential guidelines that you and every employee should know about talking with the media...

Know your organization’s policy. Do you know how your organization would like you to handle a call from a reporter? In many cases, organizations want inquiries sent to a single person like the “Director of Media Relations” or to a group like “Corporate Communications.” Those individuals, in turn, may select employees to be interviewed or speak to the reporter themselves. Such policies make a lot of sense as they ensure that messages are both consistent and strategic. You should make sure that you know up front what your organizational practice is.

How to respond to an unexpected request. Reporters will not necessarily know what your policy is, however. Or they may know your policy quite well but hope to speak candidly to an employee at your organization who doesn’t! If your organization has a policy of funneling media inquiries through a person or group, you need to know how to redirect a reporter graciously. Even if your group does not have such a policy, it is never a good strategy to speak to a reporter on the fly. Buy a bit of time to collect your thoughts before you answer any questions.

There are several key things to know about responding to a reporter who calls you at your desk unexpectedly or who meets you with cameras as you are walking in to work. First and foremost, do not say, “No comment.” While you may have a company policy that specifies that employees are not to speak to the media, there are many more palatable ways to convey it than with the tired and staid—even suspicious!—phrasing.

Instead, listen to the reporter’s overture and ask a few clarifying questions: What is their name? For whom do they work? Does the reporter have a card with all their contact information? What topic or story are they writing about/working on? When is his or her deadline? You may or may not be able to ask all of these questions, but asking as many as possible will be very helpful to you as you collect your thoughts or to the media director as he or she decides how to proceed.

Then, express that you, personally, want to make sure that you help them get all the information that they need for their story. This sort of explicit reassurance is vital for the reporter evaluating your organization as helpful and media-friendly. Then, explain that the best next step is for you to have the media director or communications group find some of the best people to speak with. That may be you or it may be someone else, and you want to make sure that the reporter has exactly what they need.

If your do not have a centralized policy, tell the reporter that you’d like a few minutes to think about who could best answer their questions. Even if that person is you, you’ll want that time to mentally prepare. Emphasize that you will do everything possible to help them meet their deadline and do so with helpful information. Then, ask yourself who is the most knowledgeable speaker on what the reporter wants. In addition, what documents or web materials could you give the reporter that have facts that would be useful?

Do not be lulled into immediately answering “just a few questions before you go” or “just giving your quick impressions.” This is no different than giving an interview. Stick to your plan and direct the reporter to the media director or buy yourself time to prepare. And do not be fooled: there is no “off-the-record” and, thus, no protection or security in speaking with a reporter under such a condition—especially a reporter you have never met before.

Be prepared. If you would like to be a media spokesperson or simply expect that projects you are working on will be covered by the media, make sure you are prepared long before the inquiry comes in. You should not speak with any reporter without at least a few-hours coaching by a qualified person. Basic preparation should include identifying your key messages and important facts, identifying likely questions (with best answers), and overcoming common pitfalls. You should have the chance to watch yourself practice on video, as well, to see what you do well and what you need to improve. Media training works: you and your organization will look a lot better in the final coverage.

Speaking to the media shouldn’t be intimidating. Nor, however, should it be cavalier. Success depends on making sure that you know your organization’s media policy, that you follow the essential steps for responding to a specific request and—if you are a speaker—that you are prepared by a qualified trainer. In this age in which organizations are expected to be entirely open, each and every employee should know these basic rules.