Interviewing with Media, Interaction with Reporters
These are thoughts related to interaction with reporters.
- Become familiar with local reporters in person. Develop positive relationships in calm times so that in crisis situations a relationship already exists.
- Respond. Return phone calls, emails, etc. “No comment” or no response creates a negative image.
- Be prepared to communicate the message you want to convey, whether building on an answer to a related question or simply raising the issue.
- Be honest. Lies usually are exposed at some point and losing credibility is difficult to overcome.
- Use simple, plain language, free of jargon. You’re speaking to lay people, not colleagues.
- SECS: Statement. Evidence. Conclusion. Shut Up.
- Don’t speculate.
- Keep your cool.
- Don’t be afraid of silence. Some reporters want you to think you must fill silence with a response. Often, that can lead to saying things you regret,
- Look at the reporter, not the camera.
- Speak in short, concise sentences of about 20 seconds., especially on recordings or broadcasts.
- Speak extemporaneously, where preparation meets spontaneity. A keyword outline of main points can help.
- Appearance and nonverbal behavior communicate more than your verbal message on TV.
- Improve your communication off the air, so it’s natural on the air. Study interviewees on TV.
- The key to TV is likeability. Be positive. Stay calm. Treat others with respect. Be honest and helpful. Speak clearly and firmly. Smile, when appropriate. Be genuine.
- Avoid flashy clothes or jewelry on TV. Also, avoid stripes – especially narrow ones – and hound’s-tooth-style patterns that “bleed” on camera.
- A sheet of 5-12 short facts about your organization, program, and message helps the interviewer,.
- If the reporter initiates the contact, ask before the interview what general areas he or she plans to cover, so you can provide adequate answers.
- Don’t expect interviewers to have specific questions planned; but asking for general areas is reasonable.
- Ask who will interview you and where. If by phone, who calls whom? What number?
- Listen to the question. Answer it. That’s basic, but often can get lost in the shuffle.
- Possible answers are (a) a simple, direct response, (b) I don’t know, but can find out, or (c) I’m unable to answer due to district policy, confidentiality issues, etc. Use all of these honestly.
- Especially with controversial issues, think ahead of time about how you want to respond.
- When asked a tough question, diffuse it by saying, “That’s a good question.” It might soften the interviewer or take the interview in a new direction.
- Discuss the situation with your supervisor in advance, if possible. If you agree that the district or school made a mistake, an appropriate answer might be “We were wrong. We’re sorry for the error and are taking precautions to prevent it from happening again.” If that’s the answer, it should be true.
- When interviewing with a TV reporter, a PR-minded colleague who knows the situation can stand behind the camera. If he or she thinks your answer is getting off course, they can lean or veer away from the camera. If that person thinks you’re on track, he or she can stand still.
- If you take the attitude that nothing is ever really “off the record,” you probably won’t get burned.
- Don’t ask to see what will run before it does. But, it’s okay to repeat your explanation of complicated material to clarify and/or to ask the reporter how they understand it.
- Speak with one voice. Stay on message.
- Have a plan ahead of time for crisis communication and follow it.
Question of the Week
What ideas would you contribute to a discussion on interviewing?