You must deal with the media, and this is how you do it

Most big companies must deal with the media, and those who will be put in charge must be up to it. You must be afraid, as you're expecting a Watergate. (The case of Bill Clinton seems like yesterday.) The job can be compared to writing, where you think before you write (or type) your words. It can be similar to public speaking, where you must prepare for it.

Here are five things to remember:

It's your job to play cool. You can be friendly and witty while maintaining your "I mean business" demeanor. This is very important, as a grumpy figure can likely make more enemies. (Geoffrey Robinson can be a case in point. If you are unfamiliar with British news, then you must Google it. This must not be missed at all.) If you're a hothead, then expect disastrous results in minutes. Always remember that the media is not your enemy. If it happens that your company has Watergate-like issues, then don't let it affect you at all. There's a light at the end of the tunnel, and someone is in charge of it. Last but not the least, you must not distract the media with your clothing. (Don't be flamboyant unless you're a spokesperson for a recording artist.) This will lead to the next item.

The media will have an immediate impression of you. You're an expert in a particular field or an important figure. Otherwise, they won't go to great length to request a moment with you. You don't want to disappoint them, so make sure you pepper your responses with anecdotes. Try to be witty now and then. (It will break the ice, and this can be an upside.) And don't give them a wrong impression. Public relation can be a make-or-break case. How about the next one?

Expect the worst. It's the job of the media to probe their subject, and there are instances when it's out of the blue. You don't want to be caught by surprise, if not unprepared for it. Think of the possible nasty questions, and it may be better that you can seek the opinion of others. (No two minds are the same.) Don't put up a confrontational, if not defiant, look. (Remember the first rule.) Don't ever say something that you're uncertain of. Think about the reputation of the company. Let's go to the next one.

Take positive and negative feedback graciously. You must keep in mind that this is business. It's not about you. If it's you, then you should know how to deal with such things. Don't be affected at all. If you don't take yourself too seriously, then you won't react to such a thing. If you're insulted, then don't respond to it. (If you must say something, then make sure that your reply will amuse anyone who hears it.) It seems easier said than done, but it's part of your job to prepare for such a scenario.

It's important to establish a relationship with a media. And a good one. This puts networking to a different level, and you must safeguard it. You'll find out sooner or later.