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All of these attributes were wasted because he could not see his own limitations and would not take counsel about them. Unfortunately for communicators, a lot of self-made executives are like this. They have done it their way, and it has worked. Why, they ask, should handling the media be any different? Well, it is. The Importance of Media Training Practice makes perfect. Athletes, even at the top of their game, practice. They work out, they train. After all the countless hours they have spent getting to where they are, they do not stop.

Everything you want to say should be run by them. And if your account manager simply becomes a yes manif his counsel and criticism are not constructivebeware. The role of a counselor is to be straight up with a client, to warn him or her when an idea or a plan isn't a good one. Naysaying, if done constructively, is a good thingit could save you from costly mistakes. More important, when looking at media opportunities, give each one the acid testwhat's in it for you and your company? If the benefits are not clear or are outweighed by the potential downside, pass.

Remind them that even a "decline comment" is considered a comment, and that they should leave that decision to the person in charge of handling contacts with the press. What if it is an issue on which the company feels it wants to comment? What if it is an issue to which the company must respond? Explain to them that any conversation with a reporter, even if it's about the weather or last night's ball game, is an interview. And don't even begin to put conditions on this type of contact, such as on the record or off the record, or background or deep background.

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A Critical Perspective of ISCT


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