Speaking for the association: here's how to put your best foot forward as a spokesperson.

Are you one of the many people who believe that the media report only bad news and intentionally distort issues to create more sensational stories? This assumption is generally incorrect. So when you're called on by a reporter to speak for your association, relax. It is counterproductive to think of the media as the enemy. Instead, think of an interview as a wonderful way to reach the public with information about your association. All it takes is a little preparation.

Know your association's policies

The first step for a board member is to discuss with the chief staff executive the association's policies and practices for spokespersons regarding media interviews. Many associations prepare written guidelines and offer specialized training to enable a volunteer leader to put his or her best foot forward as a spokesperson.

Allow time to prepare

When members of the press call you directly, gather the following information: name of the reporter; name of the publication or station; phone number where the reporter can be reached; subject of the story; and reporter's deadline.

You are not obligated to do an interview on the spot. Instead, make an appointment that conforms to the reporter's deadline and that gives you time to prepare.

Do your homework

If the reporter has called you directly, your association is probably not aware of it. A quick call to your association's communication department could yield important information regarding the reporter and the publication or station, plus data that may make the interview more productive.

Learn about the reporter to determine whether he or she is familiar with the topic you'll be discussing. Watch the TV show, listen to the radio program, or read the paper in which you will appear. Research your subject. Anticipate questions and formulate answers. Practice questions and answers with a colleague or a tape recorder. Select a quiet place for the interview. Alert your staff about the upcoming interview.

Develop three key points

Create three positive points to refer to when answering questions. Your goal is to discuss these points, whether or not your interviewer asks about them. Your points need to convey important information about the issue to be discussed as well as your association's position.

Don't be misquoted

Reporters do not deliberately misquote their interviewees, but reporters may misunderstand people or points. Help ensure accuracy by giving the reporter a written, prepared statement or a news release that he or she can refer to that states your position. Ask the reporter to read the statement or news release before questions begin.

Take your time in answering questions. If the reporter interrupts, finish your answer before going to the next question. State your points simply and in short sentences. Resist the temptation to philosophize; stick to the facts.

Restate your main points until you are sure the reporter understands your message. If the reporter is not taking notes on what you consider the salient points of your message, give a signal such as, "I want to emphasize that my main point is. . . ." Ask the reporter, in a gentle way, whether your comments make sense. Don't rush the interview.

Dress for success

When a reporter visits your place of work, the general rule is to wear clothing appropriate to your profession. When you journey to the television studio, however, the rules change. Viewers will make judgments based on what you look like, not on what you say. Therefore, your goal is to look credible.

Always dress conservatively. Avoid white, black, or red clothes. Wear a light-colored or pastel shirt or blouse. Choose blues, greens, wines, or earth tones such as beige, tan, or mustard. The camera is kind to these colors. Textured navy blue or gray suits are best. Avoid bold stripes and patterns, which tend to vibrate on television. Wear your glasses - they don't reflect that much light.

During the interview

* Be positive: Use positive words to mention your positive points.

* Think before you speak; don't talk off the top of your head.

* Ask the reporter to repeat the question if you don't understand it.

* When presented with information you believe to be incorrect, dispute the misinformation and provide the reporter with more relevant facts.

* Answer each question directly. If you don't have an answer, admit it.

* Be clear, sharp, quick, and brief. Be concise, but avoid "yes" or "no" answers. Use short, easy-to-quote statements.

* Use concrete - not abstract - words. With language, try to create images to make your point clear. Anecdotes, examples, and case histories also are useful.

* Speak from the perspective of the public.

* Gesture when speaking; maintain eye contact with the reporter.

* When you have answered a question, stop.

Never commit these crimes

* Never use technical jargon, acronyms, or buzzwords.

* Never volunteer or repeat negative or inaccurate information.

* Never denigrate another member of your profession.

* Never lie - if caught, the lie becomes the story, and you ruin yourself as a news source and sully the name of your association.

* Never guess or speculate. Do not attempt to answer a question outside your area of expertise.

* Never say "no comment" - it is the worst possible response to a reporter's question. When an association representative declines to comment in a controversial situation, the reporter will believe information is being hidden.

* Never go "off the record" - there is no such thing.

* Never get angry with a reporter. Your anger will be present in the story, and your credibility will be lessened.

The hostile interview

Forget Mike Wallace and Sam Donaldson. In reality, a hostile interview takes place without the theatrical confrontation. In fact, most hostile interviews, although tense, are calm on the surface.

If hostile questions are asked, they are almost always done so at the end of the interview. When confronted with a hostile question, try to maintain your composure and facial expression. Feel free to ask the reporter to repeat the question or to clarify what he or she means.

Answer the question in a professional, diplomatic manner. Lead with a strong, positive statement. Do not repeat the negative. DO not become defensive - you will look weak and ineffective. Do not lose your cool; you will discredit yourself.

Finally, if during an interview you make mistakes, don't dwell on them. Learn from them to make your next interview even better.

Chris Smith is director of communications at the Chicago Dental Society.