Effective Strategies for Working with the Media

• Do not ask a reporter "not to quote" you in a public meeting, etc.
• Do not try to influence coverage, beyond explaining why the story is important to the community.  Let the editor or news director do that.
• DO not ask an editor to take information over the phone.
• Do not ask to review a story before it is printed.
• Do not go to a newspaper, radio or television station only when you need something.
• Show appreciation for the coverage, but focus on the fairness, accuracy or writing of the story and NOT the publicity.

• Help determine time and location.
• Request, in advance, the topics to be covered, to help prepare you, but don't expect to get the questions in advance.  Find out as much as you can about the direction and angle of the story the reporter is working on.  Is the reporter looking for specific information, or for your thoughts and opinions on a topic?  Who is the intended audience?  Ask a question or two before the interview to clarify the questions that will be asked.  Prime the reporter with your views on the topic(s) you will discuss.
• Set your own pace for answering questions.
• Set the length of the interview in advance.
• Challenge questionable facts and assumptions and dubious sources of information.
• Maintain your own space.

It is always a good idea to prepare a positive offense and defense. Brush up on current events that affect you, your community or organization. Check current news stories about your industry, organization, clients, constituents and competition. Other tips:

• Prepare three or four sound bites that you want to get across. Write them down, practice them and review them with your co-workers, or maybe even someone you know from your target audience.
• Typically a sound bite is 10-15 seconds, which are usually two to three short sentences. A sound bite always begins with a conclusion. Offer one or two brief points of explanation and support. Explain how the information will affect the viewer/reader or what action you want them to take from the sound bite or want them to think about.
• Ask yourself why you care? Why should the reporter care? Why should readers, viewers or listeners care? Guide your sound bites in a way that catches the reader or listener’s attention using phrases such as:
  • "It's a wonderful opportunity..."
  • "The most important thing here is..."
  • "We need to avoid that situation at all costs..."
  • "It's critical..."
  • "We will not tolerate..."
• Convey your message with every answer. Think about what the public would want to know. Be confident; remember you have the knowledge advantage. You are the expert. You are qualified and ready.
• To be effective, give the reporter something too good to go unreported.
• DO some personal programming to boost your confidence.
• Avoid coffee or eating heavily.  Have drinking water available.
• Be genuine, friendly, timely and prepared to tell the truth.
• Never let a reporter leave with half-truths or incorrect information.  It could snowball into a major crisis.
• Listen and respond to the immediate question. Don’t answer questions that aren’t asked.
• Use simple sentences and keep your answers short. Don’t feel like you have to fill a void in the interview.
• Be focused and creative using fresh “new angles” or “news pegs” to make the topic interesting? Many things you do routinely are news to others.
• Repeat yourself if necessary.
• Use facts, be quotable, use anecdotes, colorful words and stories to simplify the topic and put it in perspective. If you don’t have specific figures, find a way to emphasize your point in general terms. “I can’t tell you how many jobs will be created within the next three years, but I can say we will hire 100 people immediately.”
• Express YOUR organization or community agenda.  Note positive things you’ve done, initiatives you have taken, etc.
• Breathe
• Anything you say is fair game, so NEVER go “off the record”.  Your best course is to only say things you would be comfortable reading in the newspaper, next to your name, or your organization or community’s name.
• Never deny, defend, get angry, or repeat negative comments or say no comment! Be prepared for any question that is asked by being calm and straight forward. Conflict can take a back seat to your story, so avoid it.
• Don't argue semantics, it might send the message you have something to hide.
• If you need more time, ask the reporter to repeat the question.
• Avoid jargon, acronyms and technical terms.
• Don't speculate, guess or conjecture.
• Always behave as if a camera is on.
• If you don’t like the question, take it and turn it into an improved answer. This is called blocking and bridging. It allows you to deliver your message correctly. Examples include:
  • "Let's talk about solutions not problems."
  • "That's a good question, but before I answer it, let me give you some background that will put my answer into perspective."
  • "Let's look at the bigger picture."
  • "There is another way to look at this."
  • "Let me give you another point of view."
  • "I can't tell you how they feel, that is their business."
  • "I don't know the answer to that specifically, but what I do know is..."
  • "Let me tell you about the good things we are doing."
  • "I really can't respond to a hypothetical situation like that. Could you restate the question?"
  • Separate multiple questions. Identify the questions you are answering.  Make sure the reporter understands what question you are answering.
  • If you make a mistake, admit it and shift the focus to what you are doing to correct the problem. Should you inadvertently misrepresent a fact or offer incorrect information, correct it as quickly as possible.
  • Send the right message by being energetic and enthusiastic about the topic.
  • Keep in mind the publics’ short attention span. They are often bombarded with information from multiple sources on a daily basis.
  • Even if you have a good relationship with a reporter, GOING OFF THE RECORD IS A BIG RISK. Big stories can jeopardize even a close relationship.
  • Be familiar with the "Freedom of Information Act."
  • Know and respect open meeting laws.
  • Always acknowledge peoples' feelings; have empathy.
  • Use your own words rather than reading from a script; you will be more convincing.

National news media can broadcast your news to a wide mainstream audience. Show how your story goes beyond local press and relates to an important national issue. Having a small article in a big newspaper can be better than a big story in a small newspaper.

Use national press when your target audience is:

• The national government
• General public or mainstream groups
• National corporations
• National interest groups

Possible stories for national news include:

• Significant findings with national implications, i.e. research
• When you are hosting a national conference, workshop or other event
• Significant accomplishments your community or organization has achieved
• Your community or organization is involved in a joint venture or corporate sponsorship
• You have a human interest story of national importance to the community now and in the future

Television interviews are the most challenging because it involves the element of performance in addition to communication. Gestures, facial expressions and tone of voice must be consistent with your message.

• Have a good backdrop or setting. You have a say in the location.
• Dress appropriately, not flashy.  Solid colors are better than patterns.
• Come with high energy and keep it up.
• Sit up straight with your feet on the floor.  Be aware of your body language. SMILE. Never cross your arms.
• Breathe.
• Don't wear light sensitive eye glasses or sun glasses on camera.
• Call the reporter by name, but not too much.
• Set your own pace to answer questions. 
• Look at the interviewer while anwering questions, not the camera. Focus on the reporter's eyes.  Looking away can make you look nervous or less credible.
• Remember the printed page is the medium of record, but television is the medium of impact because you reach more people and what you see is what you get.

• Radio news is characterized by its immediacy and brief accounts of issues. Short and simple answers in a normal, but expressive tone of voice, are best. If your reporter doesn’t tell you, ask if it is being taped. Don’t let this throw you since a recording will provide a more accurate source of information you want to convey.  Be brief and concise.
• Go to a quiet area and tell people around you that you are doing a radio interview and cannot be interrupted.
• Turn off anything that creates background noise.
• Have a glass of water available.
• Be prompt. Be at your phone if you are waiting for a call or call when you are scheduled.
• Speaker phones or headsets affect sound quality, so it is best not to use them.
• Be confident and sound confident. You are the expert about your topic.
• Be informative without being pushy. Make your listeners want more.
• Have the greatest respect for your host and your audience. Use the host’s first name and that of callers.
• Know how much time you have so you can tailor your comments and answers accordingly.
• Be energetic. Stand up if it helps.
• Practice your sound bites out loud. You will be more prepared and confident in your delivery.
• Land lines have better sound quality, but if you are on a cell phone, stay in one place.
• Disable your phones call waiting feature.
• Cancel if you are in a bad mood or sick.
• Go beyond answering questions; tell your listeners what you want them to know. Sometimes radio interviews are cut up and used through the day, so it’s better to keep your sound bites to 10 to 20 seconds, so they are not missed.
• Be sure to review the press that got you the interview, since it probably will be used as a starting point.
• After your interview, be sure to write a thank you note. It might get you invited back for another interview.
• Use your experience to critique your skills and determine where you need improvement.