Tips for Working with Journalists

When a reporter calls

• If a reporter calls unexpectedly, don’t feel you must respond immediately. Don’t hesitate to ask to call them back within the hour

• To ensure your comfort with a reporter, ask what the interview is about; what information the reporter needs; the news affiliation of the interviewer; who else the reporter is contacting; the location, time and estimated length of the interview; the caller's phone number; and the deadline

• Respond to reporters as quickly as possible; you can't influence a story once its deadline has passed

Before the interview

• Determine your message with three to five key points

• Practice getting your key points across

• Think about questions a reporter might ask and how to answer them

• Gather facts, statistics or background information

• For television interviews, check your appearance — avoid flashy jewelry and wear comfortable clothes in solid colors or soft shades

• Contact University Communications and Marketing at 330-672-2727  if you need assistance

During the interview

• Answer truthfully, even if it hurts — don't lie, guess, or exaggerate

• State important facts first

• Be sure to make your points

• Avoid complex explanations

• Don't use jargon or acronyms; speak in easy-to-understand terms

• Be brief. Deliver responses in 20 seconds or less for print or broadcast; keep in mind that 10-second sound bites are the building blocks of television and radio news stories

• Remember that the reporter is a conduit; speak to the public, not the reporter

• Use examples, comparisons or statistics as back-up information for follow-up questions

• If possible, provide illustrations, visual aids or a demonstration for photographers or videographers

• If you don't know the answer to a question, admit it. Offer to call back or refer the reporter to University Communications and Marketing to find additional information or experts

• Never speak off the record; if you don't want a statement quoted, don't make it

• Correct the record if the reporter has the wrong information

• If something is truly too controversial to discuss, explain as much as you can or why you can’t discuss it. "No comment" sounds as though you're hiding something

• Beware of the reporter who remains silent, thus encouraging you to ramble or dilute your message; don't fill those lulls with conversation; Wait for the reporter to continue asking questions

• Keep your cool; don't argue with the reporter

• Always maintain a positive attitude