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Media Tips
Media Relations Manager Doug Church stands ready to
assist your efforts to approach the media when a story
arises or respond appropriately when news comes to you.
If you need to prepare for an upcoming interview or need
some tips, you can call Doug at 202.220.9802. If you
need help writing a letter to the editor of your local
newspaper or preparing any materials, you can reach Doug
at
The following are Doug's key
tips to keep handy when dealing with the media:
GENERAL TIPS FOR DEALING WITH REPORTERS
- Never say "no comment." Say, "I don't know" or
"I'll get back to you."
- Respect deadlines. Ask when the reporter needs
the information, then make sure you get back by that
time.
- Never go off the record unless you have known
the reporter (print) for a very long time and you
trust him or her. NEVER speak off the record for the
electronic media. Assume the camera is always
rolling.
- Give concise, to-the-point answers. Especially
in TV and radio interviews, try to think in
10-second answers that are easy for the reporter to
edit - that way you are less likely to be quoted out
of context.
- Don't repeat the question you are asked, if on
TV. Much of the time, that is what they will use on
the air and then you've lost your chance to offer
your own words.
- Get your main point out first. Unless the
reporter is taping the interview and has time to
review the tape (this does not happen often), the
first sentence you say will be key. You can even
give a hint of the big message you are about to give
by prefacing it with the words, "Here's the main
point
- Speak actively rather than passively, using
action verbs. For example, say "what we're doing"
instead of "what we've done."
- Be friendly, but keep your sense of authority.
- Especially in the case of numbers or statistics,
don't speculate if you're not sure.
- Don't be afraid to ask the reporter to repeat or
clarify a question. Even if you know what he or she
said, this can be used to buy yourself a few extra
moments if you need it to compose your answer in
your mind.
BUILDING WORD BRIDGES TO THE THREE KEY MESSAGES
YOU WANT TO CONVEY
- Think of every hostile or uninformed reporter's
question as an opportunity to bridge to your
message.
- Word bridges include "That's an interesting
question, but I think the real issue here is safety"
or "I think what's important is safety" That's a
heads up to a reporter that you are going to say
something meaningful.
- Be sure to pause after your bridge if your
message is a bit long, so that the bridge can be
edited out for radio and TV, and only the
scintillating message is left.
- Keep your voice neutral when you are bridging
and when the reporter comments, "but you didn't
answer my question," go right back to your bridge
message or go to another message.
- Use different examples to illustrate your
messages, so that each time you repeat them, they
seemingly have a different "angle" even though they
contain the same message.
- Sometimes people, especially scientists, have to
overcome the feeling that there is something wrong
with not answering a specific question. There isn't.
The media is using you as entertainment or as an
expert. You have a legitimate right to use the media
and to get your message out.
- Keep in mind that everything you say may be the
one thing that gets in the paper or on TV.
- Your message needs to be short and focused.
- Watch the pros on TV. Any politician will do.
You will notice they can switch any question back to
their message, often with only one sentence.
NEWSPAPER INTERVIEWS
- If doing the interview on the phone, stand up -
it will give you more confidence as you speak; a
commanding presence.
- You set the time for the interview. Even if you
are free when the call comes in from a reporter, say
"I'll call you back" so that you give yourself a few
moments to think of your key messages before doing
the interview.
- Take time to think before you respond and choose
your words carefully.
- Try to keep your responses unemotional. You lose
control of an interview if you respond in kind to
what you perceive as a personal attack. On the other
hand, it is OK to object to a line of questioning
you believe to be unfair. Just do it
dispassionately, with as much reason as you can
muster.
- It is OK to seek a meeting with an editor or
group of editors if you feel that you are not
getting your point across to a reporter.
- You will not get very far with the attitude of,
"I'm not going to let any reporter push me around.
- When possible, provide concise written material
to support your positions. Give your own definitions
for terms in the material.
- Before going into an interview, think about the
primary points you wish to make and think about what
you don't want to say. Stick to a plan as much as
possible - talk about what you wish to talk about.
- Learn the deadlines of the newspapers that will
be covering your area. Nothing means more to a
reporter (other than honesty) than a source who
knows how the reporter does his or job and when he
or she needs to file their stories. Most newspapers
need to send their stories to the copy editors by 5
p.m. at the latest.
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