By David Henderson
Robert D. Reed Publishers, Bandon, OR (Jan. '09)
271 pages, $13.57 from amazon.com

Emmy Award-winning former CBS Network News correspondent David Henderson has written a timely book for CEOs and communications pros on how to tap into the tremendous power of the news media in the digital age.

Becoming a media savvy leader in today's technological world requires an ongoing commitment of time and effort. Henderson refers to the book as a "practical field guide on how to capture your share of the spotlight in front of the media and then effectively deliver your news and messages in a manner that boosts the value of your organization - and your own success at the same time - in the Internet age."

Henderson's broad experience in network news and as a communications professional is evident.

As a journalist-cum-communications pro, he knows how vital it is for CEOs to be the face and voice of their companies. They should heed the advice of communications departments and respect journalists. More importantly, they must remain credible when communicating with the media. This is especially good advice for companies facing devastating layoffs and profit declines during the current economic crisis.

Henderson cites leaders like Bill Gates, Richard Branson and Oprah Winfrey as media masters who excel at getting their message across. They are expert storytellers who provide insight and vision; they get to the point quickly and do not use clichés. Most importantly, they are truthful. In order to generate positive media attention, leaders must take responsibility for being the face and the voice of their organization.

Henderson believes executives should create visionary messages that captivate people, communicate messages through interesting stories, be consistent and succinct, and talk about the organization's value instead of simply talking about the organization itself. Henderson reminds us that journalists need real news stories.

Reporters are under tremendous pressure to deliver fresh, creative copy. Time and time again, however, companies release self-serving releases that have absolutely no news value. "Learn what they need for a news angle, give them a legitimate story, provide balanced background information, and the news media will be happy," Henderson says.

Henderson devotes a great deal of space in the book detailing the dos and don'ts of a media interview. He cautions leaders and communications pros to understand that an interview with a reporter is not a 'conversation.' He cautions those being interviewed to never guess if they don't know the answer and to always know when to quit talking.

Before the interview, make up a list of potential questions the reporter might ask. During the interview remember to communicate a positive message about your organization and have three messages to promote about your company. Be sure to reinforce points with statistics and facts, maintain eye contact during a face to face interview, and summarize key points at the end.

Henderson cautions leaders and communications professionals to never talk off the record and to never say anything they wouldn't want to see in print. Always tell the truth.

In addition, during radio or television interviews, modulate your voice to avoid sounding dull, get to the point quickly and act as if the camera is always on you.

Always look at the person asking the questions. He also details the importance of proper attire and body language.

Henderson also describes his "three pillars" of savvy communications leadership, which are to have a strategic communications plan, to be original and to be truthful.

Using the 1990's tech crash as an example, he illustrates the consequences of companies that over-hype products, earnings or stock prices. Henderson interviewed dozens of business leaders and more than 150 working journalists for this book. He offers tips on working successfully with an agency, the value of an in-house communications team, media communications for non-profits, and the importance of the Internet in communicating messages. He details the myriad changes facing the mainstream press and crisis communications, and in doing so, shows a true understanding of how the media works.

Even in today's digital climate, leaders and public relations professionals must still get to know reporters and provide interesting, truthful and relevant stories that can benefit readers and the public while increasing brand recognition.

— Christine O'Dwyer