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“A
journalist's job is to
comfort the afflicted
and afflict
the comfortable.”
--H.L. Mencken |
WHEN THE MEDIA CALLS
Media
contacts can be occasions for stress. Stories abound from those who feel
their comments were taken out of context, who claim to have been misquoted
or who feel stories were inaccurate or sensationalized. So whether a reporter
contacts you because of great news or due to a controversy or crisis, it’s
natural to be wary and hope the issue will disappear. That’s unlikely.
A better approach is to view an interview as an opportunity to tell your
organization’s story – fully and factually. Your participation
will build goodwill with the media, help ensure your side of the story is
heard and likely result in more even-handed coverage. Without your participations,
the media must go to other sources that may not have your best interest
at heart.
Preparation is the key to a successful interview. The following are some
rules of thumb to help make your interview fair and positive:
Upon receiving a call from a reporter
Maintain control and ask questions:
- What
is the reporters name
- What
media does the reporter represent; which “beat”
- What is
the story about – what’s the reporter’s “angle”
- What is
the reporter’s deadline
- Where
can they be reached
- Who else
are they interviewing for the story
Tell the
reporter that you will cooperate but must call them back. This provides
you an opportunity to collect your thoughts, anticipate questions, consult
with others and organize your responses.
Prior to answering questions:
- Approach
the interview as an opportunity to make your points – not an interrogation
- Write
down likely questions and your (short) answers to each
- Pick
two to three key points you will make early and often
- Keep
your terminology simple and uncomplicated – don’t use acronyms
or jargon
- Consider
other sources you might recommend the reporter contact
- Rehearse
During the interview:
- Listen
carefully to the question and make sure you understand before responding.
Repeat the question or ask for a clarification, if necessary.
- Correct
a question which contains erroneous information or assumptions.
- “Bridge”
to your key message(s) and “flag” key thoughts with phrases
such as “The most important point to remember here is . . .”
or “The critical issue is . . .”
- Be frank
and enthusiastic in your responses.
- Don’t
try to cover up bad news.
- Keep your
answers short and concise.
- Don’t
avoid or evade – if you don’t know the answer, say so (and
offer to get the information and call them back).
- Don’t
become seduced into saying more than you want to say; don’t speculate.
- Don’t
say “no comment” – if you don’t want to answer
a question, tell the reporter why (“I’m sorry – it’s
not appropriate for me to answer that” or “I’ll let
you know that information as soon as I can”).
- Don’t
go off the record – assume everything you say can and will appear
in the story.
- Always
tell the truth.
Contact
Joseph Rice at 414.364.6101
more information on how to handle a call from or an interview with the
media.
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