Culture chasm . The interview process often is a case of dueling expectations on the part of the CEO and the reporter. Reporters and their editors have a different perspective. They don't want to be the organization's publicist. They see it as their role to protect the public interest.
Reporters expect organizations to be timely, immediately responding to questions.
They expect facts and data provided by the organization to help them write an accurate and understandable story. Most important, they want the interview to help the story be informative and, if possible, entertaining. Lasting benefits . A comprehensive media training session can help CEOs bridge that culture chasm and result in better relations with reporters. A good media-training session should be more than sound bite school.