This Is an Event...

PR pros will tell you to establish your key messages and stick to them as part of media interviews. This is particularly important for unannounced interview requests. Our local FOX affiliate, KTVI, recently aired an interview conducted by their well-known investigative reporter, Elliott Davis, that demonstrated this point. The subject of the interview was St. Louis County Executive Charlie Dooley, and I have to admit that this man REALLY knows how to stick to a message.

Those who have watched KTVI's You Paid For It segments know that Elliott Davis specializes in unannounced interviews, being prepared to question several angles of an issue and an infinite willingness to be direct. Mr. Dooley, however, managed to control the interview by not allowing Elliott Davis to further probe the topic. In other words, Mr. Dooley stuck to his key messages.

Some may say the county executive was uncooperative. I would say he knew what was coming in terms of the tone of the interview -- the You Paid For It segment is well known -- and was nothing more than prepared to ensure his message was heard. I found myself chuckling after watching Elliott Davis literally drop his head and slump his shoulders after Mr. Dooley repeated his key messages for the third or fourth time.

You may or may not like the style of Elliott Davis, but it is rare that he comes out of an interview without much of a confrontation. This interview is an exception. As Mr. Dooley would say, "This is an event..." Enjoy the footage.

http://www.fox2now.com/videobeta/?watchId=e0c4f92c-cc3c-433f-ba65-5b9245dc42a8?video=YHI&t=a