You're going to be in the news one of these days. It might only be the proverbial '15 minutes of fame', or it could be the start of many press appearances, but you're going to be there. What you say and do in your meeting is critical.

The reporter has it in his or her power to make you look great or terrible, and unless you have some masochistic bent, you want to look your best. Here are some suggestions you can begin to implement right now in anticipation of that next or first press conference.

A news article about you or your business will get your name in front of a whole lot of people. A positive article can increase business, make getting a loan easier, help prospects find you, and in general, help you to succeed. Even if the article is neutral, it will benefit you by describing you, your business, your expertise, or some other thing that you can point to when you talk with future customers. Here are some of the things to remember when it's your turn

THE PROMPTNESS RULE
Reporters have deadlines, usually that same day. If you are called for an opinion, a quick answer, or even for an extended interview, you absolutely must call that reporter back as quickly as possible--at least within the hour, and within minutes, if possible. Waiting till you have "the answer" in hand can cut you out of the loop, or worse yet, have your name used along with words such as "unresponsive" or "couldn't be reached." In addition, a quick response will be noted by the reporter, and the next time they are looking for information, your name will be up there at the top of the list.

GATHER THE FACTS
If you don't have the answer in hand when called, ask the reporter if you can have a few minutes (or hours) to gather the data, then do what you said you will do. Gather the data, then return the call. A reporter deals in facts, and will appreciate your efforts to get your facts straight. A flip answer might just be reported that way, and you end up looking the fool in print.

THE NEWS SLANT
Everything you tell the reporter will be filtered through the reporter's personal bias. Oh, you'll be told: "We're not biased," but that's not always true. The reporter has a story in mind, and anything you say will be put on the scale and weighed against the information gathered from other sources. This means keeping your story accurate, clear, and positive.

Although you may not receive a clear answer, you could always ask the reporter the 'slant' they are looking for on the information you will be providing. Ask questions like: "What topics will be covered? Will the interview be over the phone or in person? How long will the interview last?" With this information, you can edit your remarks before giving them to the reporter. Don't get caught 'fudging' the truth, reporters can be devastatingly retaliatory!

BE CONCISE
A rambling answer will get you left out of the loop. Be concise. If at all possible, provide written material that backs up what you say, and present that material at the beginning of any in-person interview. Reporters are on a deadline, and if there's not enough time for you to tell everything, the written material can provide the backup material required. Information from your personal bio can lend credence to your remarks, and that one item in your pack can lead to your name being mentioned many, many times in ensuing stories.

Another part of being concise is answering the asked question, and that question only. A rambling story may illustrate the point, but the reporter is after the facts first, then the story behind the facts. One way of accomplishing this is to repeat the question so the reporter knows you are answering that specific question. "You want to know how a customer knows whether he or she is getting a good deal, is that right ?" tells the reporter that you are going to provide a specific answer they can use in a quote . and believe me, a quote with your name attached is worth a dozen ads in the classified section!

PREPARE NOW
You're going to be interviewed someday, so why not practice your 'stage presence' now, in advance. Join Toastmasters, take a TV Presence course, or see if your college offers a continuing education course in public speaking. Any of these can help you, even if the interview is for print. Live by the Boy Scout Motto, "BE PREPARED."