Welcome to the winter issue of Media Point from RCI Media Training. Each issue features a technique for creating effective media messages, handling media interviews, or building relationships with reporters. We also offer tips for giving presentations.

New this month is Gillian's blog, "The Other Side of Media" where she will offer candid opinions on how well – or how badly – today's newsmakers are handling their media interviews. Check it out at www.rcimedia.blogspot.com. And don't be shy about adding comments of your own.

Check out this issue's "Sound Bite Quiz" at the bottom of this newsletter. The first person to email us the correct answer
receives a $20 Barnes & Noble gift card.

Imagine you are sitting in your car, in the driver's seat, and you want to get somewhere, what do you do? Yep, I know, stupid question. You turn the key (press the "on" switch if it's a hybrid!), look around for immediate or possible dangers, and drive to your destination.

The same thing applies in interviews, but most people jump in the back seat, expecting the reporter to drive and hoping she has the same destination in mind.

Letting the reporter drive the interview is an accident waiting to happen. Okay, enough with the car analogy, but staying in control and guiding the interview to your preferred destination, not the reporter's, is a key technique for getting your message out there effectively.

Take the Chairman and CEO of J.P. Morgan Chase who was being interviewed by CNBC's Maria Bartolomo about his company's involvement with Enron. Her first question: "what's troubling you most about this situation?" Calm and not at all defensive, the CEO replied "Let me tell you what I feel good about first, then I'll get to your question." He then outlined the company's strengths – their core messages. He eventually got to the difficult questions, admitted a few mistakes (always a good strategy) and clearly delineated where J.P. Morgan was involved, and where they weren't.

• Staying in the driver's seat throughout – not just on the first question.
• Acting like the expert – if you've gotten this far, you are.
• Giving the reporter compelling and salient facts that warrant follow-up questions.
• Being firm but respectful.

Like most interview techniques, this sounds like common sense but isn't as easy in practice. Give yourself or your executive a few practice runs before any major interview. You won't regret it.

Who said it and to whom?
And who is Cecilia? Answer all three questions and you get the prize!

"If I had something to say about Cecilia I would certainly not do so here."

The first person to e-mail us the correct answer will receive a $20 Barnes & Noble gift card. Email your answer to info@mediatraining.com. If your email gets kicked back, enter the quiz at gillian@renaultpr.com instead and let us know you had a problem. Don't forget to include your mailing address so we can send you the gift card.