Too many talented arts executives - whose organizations have achieved a great deal under their leadership - fail to promote their organizations successfully because they do not know how to speak to reporters. The difference between a large story and a small one, a positive article and a bland or even negative one, an on-going relationship with a journalist or a one-off story can often be traced to the way the manager responds to a journalist. Since important, large, positive stories in publications can play a pivotal role in establishing strong institutional identity (which typically leads directly to ticket sales and fund-raising success) learning how to interact with journalists is crucial.
1. Know what you want to say before every interview: It is important to be proactive when speaking with journalists rather than simply answering their questions. If you know the topic of the interview (and you should always ask beforehand), then you have time to prepare an outline of the concepts an...
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