Ever had a reporter react to something you said with loud snoring noises? I have. I hasten to add that this unnamed reporter (for a major daily) is someone I like and respect, so I just found it amusing. It was the reporter's way of telling me that my spin was a little too obvious. Point taken. But it raises the question: How do you deal with questions or behavior from reporters that are unsettling, or even obnoxious? As usual, polite honesty is the best policy. A few examples:

A reporter calls to tell you he has a sensitive internal document, plans to write a story about it and wants your comment. Whatever you do, don't bluster or threaten. It's very unlikely you can prove the reporter has done anything illegal and your outrage will just convince him he has something big. Point out that the document only could have been obtained inappropriately, and you have no intention of commenting. The major caveat is if the document relates to criminal behavior, or has confidential information that could affect the trading in your company's shares. If that's the case, you'd better talk to someone in legal, and fast. Otherwise, Henry Ford's words may apply: ?Never complain, never explain.? Usually, that's lousy advice when dealing with the press. But sometimes ?no comment? is the only way to go. It's certainly better than lying, which will permanently destroy your credibility with the reporter.

You're in the midst of a prearranged interview, when the reporter starts asking questions about an entirely different and very sensitive subject (a business deal, a tough personnel issue, you name it). If your media relations pro has done his job right, the ground rules and subject for the interview were established in advance. Maybe it was even made clear that certain subjects were off-limits. In any case, don't be put on the spot. Remind the reporter that they asked for the interview to discuss a specific subject, not the one they just raised. Make it pleasantly clear that you're happy to keep talking about ?subject A? but not ?subject B.? In 20 years of dealing with reporters, I can only remember one of them acting as if I was violating her First Amendment rights by not telling her everything she wanted to know.

It's 5 p.m. A reporter calls, frantically asking a host of detailed questions that require checking with people in your finance and legal departments. Then the reporter blurts out: ?I need this right away. I'm on deadline!? Resist the temptation to tell him: ?If this is so important, why did you wait until 5 p.m. to call me?? Tell him you'll do the best you can, but point out that since you don't have all the answers to his questions you'll have to check with other executives, and, ?I hope I'll still be able to reach them this late in the day.? Fight the desire to give the reporter an object lesson by not even trying. He already will have gotten the message.

As a general rule, don't ever let a reporter's question draw you into a sharp response. An intemperate or ill-thought-out reply is very likely to end up in print. Some reporters will go out of their way to elicit such a response. One favorite method is what some of us call the Columbo approach. You remember Peter Falk as the rumpled but canny detective Columbo? He made a career lulling suspects to sleep with softball questions designed to make them completely comfortable. Then, on his way out the door, Columbo would raise his hand and say, ?Oh, yeah, one more thing,? as if he'd only just remembered it. So when the critical question came, the suspect's guard was down and he always fell into Columbo's trap. The message is, sometimes a smart reporter saves her toughest question for last. As Yogi said, ?It ain't over 'til it's over.?

Finally, even if you've had a rotten experience with a reporter, don't develop a bunker mentality. Even worse is trying to punish a reporter (or a publication) by refusing to talk to them. All you'll do is insure your perspective won't be in future stories. As a wise man once said: ?Don't pick a fight with someone who buys ink by the barrel and newsprint by the ton.?

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