What to do when a reporter calls

• Remember, talking with the media is an opportunity, not a challenge.
• When a reporter calls, ask them their name, media affiliation and contact information. If you are not clear about the purpose of the call, ask the reporter to clarify what the story is about and what information they are seeking from you – discover their agenda. If the Public Relations office has directed them to you, we will usually let you know first.
• If you think some preparation before speaking further with the reporter would be helpful (thinking before you speak is always good!), tell them you need a few moments to collect your thoughts, ask them when their deadline is and then tell them that you will call back before that. Then keep your promise (it is important when working with the media to respect their deadlines, they are usually quite tight). If you are unable to respond to a reporter by their deadline, let them know you would be happy to help them another time. Reporters understand that professors are also busy.
• Feel free to ask the reporter what questions will be asked so you can begin thinking through how you want to respond. If you would like any help in preparing to talk with a reporter, call the Public Relations office at ext. 7569. We can talk you through potential questions and help you to start thinking about the issues which the reporter may want to cover.
• If you have time prior to an interview, do some homework. Be as familiar with the facts as you can be and check on any recent developments related to the interview topic that could change your response.
• When speaking with the reporter, don't memorize your statement or response. It can make you appear stilted and pompous. Do organize the key points you want to make; try to make only two or three points and say the same thing several times using different words and with both data and human examples for each. Mention Goshen College in your remarks and ask that you are properly identified by your affiliation with GC.
• Speak slowly, in short, concise sentences because a reporter will likely use short quotes, clips or sound bites from what you say. Avoid using jargon and use every-day examples when appropriate. And especially when speaking with broadcast media, they are looking for succinct answers so avoid time-consuming details, rambling explanations and complicated answers. Reporters are especially looking for colorful, lively quotes.
• You are under no obligation to answer a reporter’s questions. If you are uneasy with a reporter’s query, particularly if it is about a situation that is potentially controversial, call the Public Relations office at ext. 7569 and we can advise you about responding. In some cases, we may recommend that a college spokesperson speak about a sensitive matter instead of you.
• Prepare for difficult questions by thinking through responses. Avoid being defensive. Never say, “no comment” since it implies guilt or that you are hiding something. Instead, explain why you can’t or won’t answer the question.
• And if you don’t know the answer to a reporter’s question, just say so. Either offer to do some research and get back to them, suggest other sources who might know or just say you don’t have the answer.
• Remember that you will be identified with Goshen College and your comments will reflect on the entire college. When you give a personal opinion on any subject, make certain that the reporter understands that you are speaking for yourself, not for your colleagues or the administration.
• Don’t assume a conversation, or a particular comment, is “off the record” just because you say it is. Nothing is “off the record” unless a reporter agrees to it. The best practice is to not make comments off the record.
• Don’t let the reporter put words in your mouth or make you hypothesize. Do try to be as open, honest and friendly as possible.
• Speak with conviction in a conversational manner while retaining your composure. Be confident and remember that you are the expert.
• Feel free to ask questions. Although a reporter is very unlikely to let you review a story before it’s published or aired, they may let you verify specific information or quotes. It doesn’t hurt to ask.
• Ask the reporter when the story will run, if they know.
• After speaking with any reporter, please alert the Public Relations office for our records and so that we can follow-up with the reporter if necessary, such as providing a photograph or tracking down a copy of the story when it runs.
• If a reporter makes a major mistake, call the reporter, not the editor, and ask for a correction. If the mistake is minor, it may be better to let it go. And if you feel the story is well-done, let the reporter know that too.

TV interview tips

1. When dressing for television, color is fine, but nothing too loud (avoid distracting stripes or sharply contrasting patterns). Subdued solid colors and simple jewelry lend authority and seriousness to your remarks. Wear clothing that fits. Women should be wary of short skirts and men should avoid short socks. Shaving, applying make-up and smoothing wrinkles are all very appropriate. Wearing glasses is fine.
2. Sit up straight. If you wear a suit coat or jacket, sit on the tail to prevent it from “riding up” on your neck. Keep your head up and look into the camera or where the interviewer tells you.
3. Be careful about what your body language is saying about you. TV reporters regularly nod their head during an interview, don’t follow their lead or when you are trying to say “no,” your head may be saying “yes.”
4. Keep yourself focused on the interview and the questions. Be careful not to lose focus and begin to babble.
5. Be on time for your interview. Unlike an interview with a print reporter, you can’t call back later when it comes to an interview with live media.
6. If possible, speak with the interviewer before going on the camera to make sure that you both have the same expectations of what you will be discussing. You can let them know what areas you will and will not comment on.
7. Ask that Goshen College appear under your name on the TV screen.
8. Understand the program’s format. Will it be a question and answer session between you and the reporter? Will there be other guests? Will you be on a panel? Will it be live?
9. In edited interviews, it is fine to stop and start over again if you don’t like the way you worded your answer.