In the Line of Fire...How to Handle Tough Questions When It Counts

Public Relations Quarterly, 2006 by Marken, G A

In the Line of Fire...How to Handle Tough Questions When It Counts - Book, DVD - Jerry Weissman, Prentice Hall, ISBN 0131855174, June 21, 2005, 216 pages, $24.95 and $29.99 respectively

Reviewed by G.A. "Andy" Marken, Marken Communications Inc., andy@markencom

A few times in our life we've looked at a book and said, "No, I'll wait till the movie comes out."

That's the wrong thing to say about Jerry Weissman's In the Line of Fire. We received the video DVD for review and that drove us to the book. In our neck of the woods, Weissman is one of the first "go-to guys" firms turn to if they want to get their executives prepared to answer the tough questions from the press, investors, analysts, underwriters, customers, business partners.

In other words in about any situation.

The DVD which we reviewed first is an excellent and detailed analysis of what is done right and wrong with high visibility examples that most of us can recall.

He includes video clips from major political debates, press conferences and interviews including segments from the 2004 Presidential debates; President Reagan, Bill Clinton and Colin Powell press conferences as well as General Schwarzkopf's press events.

Remember the presidential debates of 1992 that became the turning point for then President Bush's standings in the polls compared to Clinton's? Remember how Vice President Gore took Ross Perot to task regarding NAFT on the Larry King show? Recall how elegantly and effortlessly Powell responded to questions from the D.C. press corps?

Weissman discusses what is going to take place in the video, shows the video clip and analyzes the interaction. Depending on the example there is always an "ah ha" you say to yourself as you see the best and worst examples shown.

The video does an excellent job of bringing the book to life by giving you a solid foundation for the dynamics of question and answer sessions in any environment and outlines the complete Q&A cycle. Liberally sprinkled with video clips that clarify and emphasize the points, the video is an easy way to educate your management while entertaining them.

In fact we have already used the DVD on six occasions - five times for clients and one for our own staff.

We have to warn you though that there is a downside to watching the DVD. After watching the video you impulsively want to go out and buy the book to see what you have missed. We did and so far six of the people who watched the video have done the same.

The video is excellent. We fully plan to watch the video every four - five months just to hone our presentation and editorial response skills. Clients have similarly found the DVD useful because they know Weissman has worked with hundreds of CEOs and executives including the heads of Cisco Systems, Yahoo!, Dolby Labs and other companies.

Fast and easy to read, In the Line of Fire is not only very informative but has insights and information business executives can put to good use whether they are selling a product or service to a customer, responding the industry analysts and members of the press or interviewing job applicants.

This is not a corporate how-to spin book but rather how to enable any executive to not just tell the truth but to tell it in a positive, proactive way to blunt even the most antagonistic interviewer. It is interesting and illuminating to see how Weissman can help turn even the most awkward situations to the presenter's advantage.

Even though most executives subconsciously know that everything - your statements, mannerisms, facial expressions and voice tone - have an effect on how people receive your message, the book and DVD reinforce the points. Perhaps that is why we have watched the video alone and with others so many times to improve the way we respond to people and how we critically examine what and how others respond.

We all say we're listening to others but Weissman shows the difference between listening and active listening; he details how to synthesize the question down to its core element so that you can not only retake the floor but control the information flow so the individual asking the question is satisfied with the response he or she has received.

While you may not have aspirations of being President of the United States and may never be appointed secretary of State, he uses these examples to show how even the most awkward and challenging situations can be managed, controlled and used to your advantage. Suddenly you understand that these are just ordinary individuals who have been put in extraordinary situations and have come away unscathed.

The book and video are important tools that can help anyone who wants to do more to analyze and develop improved presentation and response techniques. There are always going to be what you may think are stupid questions or the antagonistic individual. How you handle and take control of the situation determines if you can truthfully become an excellent communicator.

In the Line of Fire gives you the tools and tactics you need.