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A reporter calls and asks if he or she can ask you a few questions. Uh-oh. You get that ball in the pit of your stomach. What’s wrong? Truth is, oftentimes there is nothing wrong. The reporter is doing a story and wants to do it accurately and respectfully. 99.9 percent of the time, the reporter is not your enemy, and in fact, can be a great ally.

But that does not mean you shouldn’t be smart about how you handle the interview. It is fine to ask a few questions before you start answering them.

1. Whom are you talking to? If you’re unfamiliar with the reporter or publication, tell them you’ll get right back to them. Find out about their publication and reputation before you engage in the conversation.

2. What is the story about? But don’t be defensive … ask questions so you can be more helpful and specific.

3. Whom else is the reporter talking to? This will help you determine how you want to frame your answers.

4. When is the story’s deadline? The reporter trying to do his or her job, and you are demonstrating that you respect that.

Here’s a question you should never ask: Can I see the questions ahead of time? It just looks like you need time to spin your answers. Any good reporter will refuse.

A reporter does not have to answer any of these questions. But it’s better to ask. If you think of the reporter as someone you can help and who can help you right back, you’ll get much further along. Even if you are managing a crisis and the topic is a hot one, having a good rapport with the reporter will help you tell your side of the story.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2008 Drew McLellan