Making the most of press interviews. (Focus on the Media).

Law enforcement officials can succeed in giving effective, dynamic press interviews by first arming themselves with two crucial, yet basic, weapons. First, they must do their homework. Second, they must be themselves. Doing the homework requires finding the three or four most important messages that the press needs to know and then weaving those messages into every answer. The audience may hear the reporter's questions taking the speaker into various areas and directions, but the answers consistently should include elements of the speaker's prepared messages. Being themselves means that law enforcement officials must be the same individuals when talking to the reporter as they are when talking to respected superiors with whom they feel comfortable. The speaker should feel relaxed, look confident, and address reporters by the first name.

Additional suggestions are presented to assist law enforcement officials to do the proper homework and be themselves.

* Keep to the messages: Reinforce the messages with statistics and brief anecdotes. The longer the interview lasts, the greater the chance that statements made inadvertently may contradict those messages.

* Answer in a positive manner: Do not restate a negative premise because it only will be reinforced by the listener. Be careful when using humor. Humor can be a great ally and help defuse a situation, but it also can backfire. Critics will not hesitate to take it out of context.

* Reinforce the most important points: Preface them with statements, such as "The best part of this program is..." or "Every member of the community will benefit because..."

* Always plan for the worst-case scenario: Rehearse with a trusted colleague and talk to others who have handled similar issues or problems. Know exactly what the final words spoken to the reporter will be.

* Personalize the messages: Most law enforcement officials are not appointed or elected to their positions because their views are radically different from those of the community. Speakers should combine their hopes and beliefs with the messages they are communicating. The messenger and message should not be separated.

* Project sincerity and empathy: Sincerity and empathy cannot be portrayed when speakers look at their notes and read statements in a monotone voice. Arranging briefing papers and thumping them on the lectern while saying, "Thanks for coming today," also does not exemplify these qualities.

* Make a friend: Everyone wants to be liked and have friends. Reporters are no different. Respect the many good ones, learn how tough their job really is, and be both available and credible.

Special Agent Staszak serves as a media relations instructor in the Law Enforcement Communication Unit at the FBI Academy.