| When we think of media training and preparing for | | | | announced laptop. |
| media interviews, we generally think of training on what | | | | The team members were stunned. A rather animated |
| to say. But when issues of trade secrets or other | | | | conversation ensued questioning how the magazine |
| proprietary or confidential information are involved, | | | | had gotten the information (or more pointedly, who had |
| project teams need to be made aware, well before | | | | leaked it.) |
| they are ready for media training, that reporters often | | | | Several months later at a conference, I meet the |
| get information in very informal public settings. | | | | author of the article and asked him how he was able |
| As U.S. military personnel were warned in World War II, | | | | to get such an accurate description. |
| Loose Lips Sink Ships. | | | | He told me, "I hung out at the tavern where a lot of the |
| Let me give you an example. | | | | team members stopped before going home. By |
| Several years ago, I was preparing a product | | | | listening to comments they made during their |
| development team for the launch of a new laptop. | | | | conversations, I was able to get a pretty good idea |
| This was especially newsworthy for two reasons. First | | | | what the laptop looked like, and what the new |
| of all, laptops themselves where quite new. And | | | | functions were." |
| secondly, this model had a revolutionary design that | | | | In addition to restaurants and bars, here are other |
| created a new standard for laptops. | | | | public places reporters get information: |
| For these reasons, security was very tight. Our training | | | | |
| was done in a conference room in an area restricted | | | | 1. elevators |
| to personnel working on the project. Even many senior | | | | 2. airplanes, trains, subways |
| executives of the company were not allowed access. | | | | 3. restrooms |
| The windows of the room had cardboard over them | | | | 4. hotel lobbies |
| so no one walking by could see what the prototype | | | | 5. any place cell phones are being used in public |
| looked like. | | | | 6. trash & recycling containers |
| For lunch one day we all went to a local restaurant. On | | | | So from the beginning of the project, well before the |
| the way, one of the group stopped by a newsstand. | | | | team is ready for media training, members need to be |
| There, on the cover of the recent issue of a major | | | | taught and frequently reminded when and where to be |
| consumer magazine (I believe it was PC Week) was | | | | silent. |
| a picture - about 90% accurate - of the yet to be | | | | |