Is this your client?

And this executive is by no means the exception to the rule in the tough world of big business, says media skills trainer and seasoned journalist, Janine Lazarus.

"Seven out of 10 of our captains of industry have very little idea of how to project themselves with any sort of confidence to the media. In fact, according to a recent survey, they break just about every rule in the book. They patronize the interviewer, they are evasive, often defensive and sometimes sound like they have a lot to hide.
And while these executives undoubtedly have vast knowledge in their fields, they still find it extremely difficult to explain something in simple and succinct terms, with the result that they come across very badly," Lazarus points out.

She says it is important to note than in the United States of America, no executive in business will ever appear in the media without formal training and practice in both delivery and content.

"They know only too well that once they have said something, it's out there and can't be taken back.

"With all the money our big corporates are spending on public relations, none of it seems to be going towards teaching executives effective ways in which to develop a crucial and constructive working relationship with the media," says Lazarus.

Something to think about!