When the Headline Is You
An Insider's Guide to Handling the Media
By: Jeff Ansell with Jeffrey Leeson
Published: October 2010
Format: Hardcover, 256 pages
ISBN: 978-0-470-54394-8
Publisher: Jossey-Bass
"Answering questions from reporters is risky business", writes crisis communications expert, award winning journalist, and editor Jeff Ansell, in his practical and insightful book When the Headline Is You: An Insider's Guide to Handling the Media. The author shares his value based communications system for working with journalists, through understanding how the media works, how to communicate a message effectively, building a reputation for honesty, and for navigating through a crisis while avoiding the frequently encountered pitfalls.
Jeff Ansell understands how the media works, how stories are gathered, and how news is made in the modern media saturated world. The author describes the often little understood reality that conversations with journalists are of a very different type than those with friends or business associates. Speaking truthfully and honestly to a journalist may not always place the interviewee in the best possible light. Instead, the result may be increased scrutiny, a media report that creates a distorted image of events, and a very damaged reputation. Instead of direct candor, the author provides a framework of how reporters actually write the news. The background in which journalists operates comes with its own set of rules and assumptions, regarding what is news, and how that information is reported to the general public. Through a deeper knowledge and understanding of this news gathering, writing, and editing process, mistakes can be avoided while better conveying the most accurate message possible.
Jeff Ansell (photo left) recognizes that government officials, business leaders, executives, and spokespeople are reluctant to answer media questions, and hold a general mistrust of journalists and their motives. This fear is often well grounded in some regrettable experiences. Even the best prepared media spokesperson may provide good responses the journalist's questions, only to find it all unraveling from a mistimed statement or poorly thought out remark. The result can be disastrous. It is little wonder then, that Jeff Ansell believes that it's critical for anyone speaking to the media have complete knowledge of the journalistic process. Gone are the days when leaders in business and government can get away with avoiding the question and responding with a scripted response. The author provides a fresh value based system that provides for open and direct responses, that avoid the dangers of misrepresentation and distortion, from being taken out of context. The strategies shared by Jeff Ansell avoid both the sensationalism and the conflict associated with the news, while enhancing the crucial image of integrity and reliability.
For me, the power of the book is how Jeff Ansell demonstrates that developing and implementing a media strategy is both forthright and informative, while avoiding the disasters that often accompany many a leader's encounters with journalists. The author shares proven, real world experience built from over forty years in the media. He presents media relations techniques that take into account how news is made and delivered, and how a lack of knowledge of the process can lead to disaster. Jeff Ansell moves beyond the traditional and outdated media relations concept of staying on message,and provides a value based system based on being open and honest. The author shows business leaders how social media has removed the control of the message from the traditional media. He points out how social media provides opportunities through blogs, Twitter, and other platforms to offer a message that is not filtered through a journalist. For live meetings with journalists, Jeff Ansell covers such key topics as body language and non-verbal messages that can undermine even the best spoken responses to questions. The book contains a valuable tool kit for working more effectively with the media, and for building trust with journalists and their audiences.
I highly recommend the essential media relations guide When the Headline Is You: An Insider's Guide to Handling the Media by Jeff Ansell, to anyone in government, business, non-profit organizations, or the general public who must answer media questions whether on routine matters, or during an unexpected and dangerous crisis. The techniques provided in this timely book offer a solid framework for crafting an effective and integrity based media relations plan.
Read the valuable and reality based book When the Headline Is You: An Insider's Guide to Handling the Media by Jeff Ansell, and put the proven media strategies to work for your organization. Never again will you discover that your facts only, or stay on message response failed to relay your point of view effectively. Instead, this book will help build your reputation for trustworthiness and straight talking, while avoiding the unspoken or emotional gaffes that can derail even the most carefully planned responses. You will never fear media interviews again.
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