Talking Tips: A Brief Guide to a Successful Interview

By Lois Whitehead

Commenting on Enron

As we all know, the ongoing Enron controversy has brought the accounting profession to the immediate attention of the nation’s press. Given the current Congressional investigations into the situation and the proposed changes to accounting regulations, there is a distinct possibility that you could receive a call from your local newspaper asking you to comment on the latest developments and issues surrounding the Enron debacle.

If this happens, the New York State Society of CPAs suggests that you visit our website at www.nysscpa.org prior to your interview. By going to the Enron Center, located on the right-hand side of the home page, you can stay abreast of the Enron situation and learn about the recommendations the Society has made to the New York State Senate regarding the regulation of the state’s accounting profession. Also, before your interview, contact the Society’s Public Relations Department at (212) 719-8405 for helpful advice on questions that you could be asked during your interview.

Proven Media Techniques

Of course, Enron is just one of an endless number of accounting and finance-related topics that a CPA could be asked to comment on. Therefore, because the press looks to the CPA as someone in the know, it’s always a good idea to be prepared for a sudden request to do an interview.

When it comes to working with the print and broadcast media, Alan E. Weiner, a former Society president and partner with Holtz Rubenstein & Co. in Melville, N.Y., has a solid track record. Over the course of his experiences with the press, he has developed certain media techniques that have been very useful to him. Similarly, Ginger Broderick, a sole practitioner in New York City, member of the Society’s Public Relations Committee and a frequent media source, also has learned how to successfully manage an interview. The following are some of Mr. Weiner’s and Ms. Broderick’s suggestions to help ensure your interview is as informative and mutually beneficial as possible:

• First and foremost, promptly return calls from the media. Journalists work on deadlines.
  
• Be honest and decline to be interviewed on topics that you are not familiar with.
  
• Generate goodwill amongst your peers and the media. If you are unable to conduct an interview, refer the reporter to someone who you think may be well suited to answer the reporter’s questions.
  
• Be prepared. Before an interview, conduct research that you believe could come in handy. And don’t be afraid to tell the reporter about related topics or issues that you think their audience or readership may be interested in knowing.
  
• Talk in lay language. Most reporters are trained in journalism and not in finance and accounting.
  
• Remember, “off the record” doesn’t always mean what it implies. Choose your words carefully.
  
• Stay current. Watch news programs. You can learn a lot from the Sunday pundits and talking heads.
  
• Finally, join the Society’s Public Relations Committee and meet the PR representatives who help spark the media’s interest in the accounting profession. Many chapters have public relations committees as well.