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Media Tips
When You Get a Call from a Reporter:
- Always take the call, or return it if you receive a message. Even if you know that you
are unable to answer the question, you are considered a "source," refer the
reporter to someone else.
- If the reporter is sounding you out with a pre-interview, find out the substance of the
story. You can tailor your responses to be most useful and "quotable."
- If the subject is one better handled by another staff person, or another organization,
refer the reporter. You do not want to get quoted on a subject out of your territory -- the
reporter will never revisit you.
- If you are able to comment, suggest to the reporter the breadth of your knowledge,
focusing on your practical experience, body of research, and most importantly,
concrete examples.
If You're asked for a comment:
- Pick an appropriate strategy depending on the media's audience.
Is the audience the general public, policy leaders, experts, or activists? Pick an
appropriate facet of the issue to address. This will keep the interview focused.
Going into any interview, think of three points you want to make. Find appropriate
opportunities to make these points during the interview. Even if you are not asked
these questions about your points directly, use the reporter's questions as a segue to
make your points.
- Take your time, and choose your words carefully.
While you might feel that you are under incredible time pressure, a few seconds only
seem long to you. If you jump at the question nervously, you will not be clear or
concise.
- Answer questions one at a time.
If the reporter asks several questions, jot them down and answer them systematically.
Don't feel you have to answer every question, especially ones that are off-topic. Don't
be afraid to ask the reporter to repeat a question, even if it is a TV or radio interview.
- Don't answer "yes" or "no" alone.
If the reporter asks, "Is the Mayor doing an adequate job on your issue?" Start the
answer with "The Mayor has done a great disservice by not considering . . ." That will
make your answer a "soundbyte." If you answer, "No, he isn't," the reporter might
paraphrase you, but will not quote you.
- If you don't have an answer, don't give one.
Either tell the reporter you'll find out the answer and call back, or refer the reporter to
someone who does know, either within your organization or at another group.
If the interview is a live broadcast, say your organization doesn't work on the issue, or
in a pinch, say you don't know.
- Never say that you have "no comment."
Groups usually know what their sensitive issues are, and what questions would be
touchy. Prepare answers for tough questions in advance. When you are caught offguard,
and really don't have a comment prepared, tell the reporter you will fax them a
written statement.
During a live broadcast or "ambush" interview, recycle a message point. "As we have
said before, our organization is committed to (or interested in) . . ."
Some spokespeople are more helpful than quotable. It's an easy trap to fall into, but it
hurts your chances of getting in print or on the air. Break down technical language or
complicated concepts into well-crafted press lines.
- Ask the reporter to rephrase unclear questions.
If the reporter continues to be vague, say "I'm not sure what you mean, but . . ." and
use the opportunity to make one of your own message points.
- Don't go on background or off the record.
If you don't want anyone to know you said something, it's better not to tell it to a
reporter. There are exceptions to this rule. In those very rare cases, where you want
the reporter to have information but not attribute it to you, tell the reporter you will be
taping the conversation, and do so.
- Say the full name of your group when you refer to it.
If you use an acronym, and the acronym doesn't stand for anything, you miss the
opportunity to get the full name in print. Work the name of the group into the interview
two or three times.
- Be as specific as possible in your answers.
Both reporters and audiences like human stories. If you know a personal story or
example, and it is illustrative -- and short -- use it. Use lists of examples, rather than
over-arching concepts, as much as possible.
- Be animated and pithy in your answers.
Reporters are interested in passionate people who care about issues. Indecision and
fence-sitting don't make for effective comments. While not every line will be a zinger,
pepper your interview with clever comments.
- If you are dealing with numbers or complicated data, offer to fax the reporter a
copy.
Numbers are the easiest sort of information to botch. Zeroes get left off or added,
percentages are misrepresented. It is always wise to have a reporter work from a hard
copy of your data.
- If you are on a talk show with guests from the opposition, find out in advance
about the other guests and who they represent.
It is important to know who and what you are up against. A bit of background research
will allow you to stress the strengths of your arguments, by comparing your policies and
track record to the other guests'.
- Don't quarrel with reporters or other guests.
If you appear hotheaded, you lose credibility. Remain calm, and make your point
forcefully, but not hysterically. If the reporter or a guest continues to be belligerent, say
that you are not there to argue, but rather to help people understand the issues.
- Make sure you have a glass of water nearby during an interview.
This may seem insignificant, but people get nervous during interviews and dry up. If
your speaking voice is not clear -- and you are worried about how you sound -- you
won't be an effective advocate. Also a dry mouth will make you appear nervous.
- If you make a mistake, correct it by saying the entire statement again.
If you mis-speak, stop, regroup, and start the statement again from the beginning of the
point. The material will be edited, but the tape is edited on breaths -- rarely on
individual words. You want a clean, clear version of your entire point. Don't worry
about using too much of the reporter's tape or video.
Specific TV Tips
- The camera sees everything.
Don't fidget, put your hands on your face, chew gum, play with buttons, tie pins or
earrings.
- Don't nod to everything that is said.
While you might nod to denote understanding, it will appear that you are agreeing or
worse, bouncing.
- Be mindful of the microphone on your lapel.
It is sensitive and will pick up most sounds. Cover it during breaks if you are speaking
to a colleague or are saying something private.
Afterward
- Establish a rapport with reporters by following up good interviews or good
stories with a note.
This is not pandering. You can send a publication or fact sheet with a note saying, "Enjoyed talking with you" or "I thought the story was well-done and that you might be
interested in this report (article, pamphlet, fact sheet)."
- If you feel you've been slighted or misrepresented, tell the reporter.
While letters to the editor can be useful, it's always constructive to rehash an interview
with the reporter. Don't be overly-sensitive or thin-skinned -- just present your case. If
you think a retraction is appropriate, ask the reporter to discuss it with an editor and get
back to you. If you get no relief, arrange a meeting with the reporter and the editor.
© 2005 Douglas Gould & Co., Inc.
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