West Virginia authorities are often called upon to help explain current events, research or higher education issues to the public via the media. If you are contacted by a reporter, or by the Communications office for an interview, don't worry: we'll be happy to help you. First, here are some helpful tips. Read these for general guidelines; then, call us at 293-4221 for further assistance.
Understand that reporters are usually working on a deadline. Call back right away. When a reporter calls you, always find out what kind of deadline he or she is facing.
Ask for the reporter's name and the media organization for which he or she is reporting. However, it's best not to play favorites when deciding whether or not to grant an interview to a specific reporter. It may seem like a good idea in the short run, but in the long run it will damage your relationship with reporters and may come back to haunt you.
When a reporter calls requesting an interview, you have a right to ask the subject of the interview and some sample questions. If you need time to collect your thoughts and the reporter's deadline allows, offer to call back later at a specific time -- and follow through.
Don't let yourself be ambushed by the media. If a reporter shows up in your office or calls at a time when you are unprepared, reschedule the interview for a time when you feel comfortable.
Think of two to three main points you would like to make about your subject. Gather facts, figures and anecdotes to support your points. Anticipate questions the reporter might ask and have responses ready.
Have printed materials to support your information whenever possible in order to help the reporter minimize errors. If time allows, offer to fax or mail the reporter printed information in advance of the interview.
Be aware that reporter's schedules are determined by the "breaking" news of the day. Do not be offended if an interview gets canceled or rescheduled because a more urgent story arises.
If you are being interviewed by phone, the reporter is required by law to tell you when you are being recorded. If you're not certain, you should ask.
Begin at a basic level. Avoid academic or technical jargon; explain special terms if you must use them.
Be brief! We live in the age of the sound bite. Television and radio stories may use only a 10-30 second cut. The shorter you comments, the less likely they are to be edited. Even print reporters are looking for short, snappy quotes.
There are five C's to success: Conviction. Conversational. Composure.
Confidence. Colorful.
Speak with conviction in a conversational manner while retaining your
composure. Be confident. Remember that you are the expert. Be colorful --
tell stories and anecdotes that illustrate your point. Give examples.
Stick to your main points and do not allow yourself to get drawn too far off on tangents.
Most people make the mistake of talking too much. Repeat your points if necessary to get back on track.
Speak in complete thoughts. The reporter's questions may be edited out and your response should stand on its own. For example: In response to the question "What effect will your research have on the public," the answer should be: "Research into the causes of declining levels of creek otters will help us stop the recent steep decline and possibly help replenish their number." Not, "It will help us understand the decline."
Don't overestimate a reporter's knowledge of your subject. When a reporter bases a question on information you believe in incorrect, do not hesitate to set the record straight. Offer background information where necessary.
If you do not understand a question, ask for clarification rather than talking around it. If you do not have the answer, say so. Tell the reporter where to find the information, if possible.
Never say, "No comment." Instead, if you cannot or do not choose to answer, explain briefly. For example, "It is our policy not to discuss lawsuits currently in litigation" or "I can't answer that because I haven't seen the research paper you are referring to."
Avoid saying things "off the record." Reporters may or may not honor this, and it annoys them. If you don't want to hear it on the evening news, you had better not say it.
Be honest. Don't try to conceal negative information; rather, let your interviewer know what you are doing to solve a problem.
For television interviews, plan to wear solid-color clothing. Stripes, plaids or other designs can cause problems with color TV pictures. Avoid large, jangling or reflective jewelry.
Look in a mirror, if possible, just before going on camera. The reporter may not tell you that your collar is folder over or your hair is out of place.
Choose a location where you can screen out extraneous noises. Hold your calls and turn off your computer, if possible. Avoid rooms with loud background hums from air conditioning or heating units.
Find out in advance whether the interview is edited or "live." If you agree to a live interview, be sure you are comfortable thinking on your feet and responding off the cuff.
In edited interviews, do not answer questions too quickly; pause briefly before answering. This helps the reporter get a "clean" sound bite and also has the added benefit of allowing you time to think out your answer.
In edited interviews, it's O.K. to stop and start over again if you don't like the way your worded your answer.
In a TV interview, look at the reporter and not the camera. The only exception is in a satellite interview, when the reporter or anchor may not be on location. If you're uncertain where to look, ask.
Stay stationary in front of the radio or TV microphones and avoid sitting in a chair that rocks or spins. Wandering around or rocking in your chair can cause the recorded volume to rise and fall.
Be aware of and avoid nervous habits such as pen tapping that can interfere with the interview.
Ask the reporter to identify you as being affiliated with the West Virginia University Extension Service.
In most instances you will not have the opportunity to check over the reporter's story before it appears. However, you can ask questions at the end of an interview to test for comprehension.
For example, you might inquire, "What do you think is the main story angle here?"
You should ask when a story will appear. The reporter may not have an answer, but if he does he'll be happy to tell you.
If you feel after reflecting on an interview that you misspoke or gave incorrect information, call the reporter as soon as possible and let her know. Similarly, you can call with additional information if you forgot to make an important point.
Give positive feedback to reporters, if merited, after a story appears. Like the rest of us, they usually hear only complaints and rarely get a call or note to say they've done a good job.
If an error appears, or if you are unhappy with a story, contact Ann Berry (aberry6@wvu.edu) to discuss the situation.
For radio and TV stories, obtain a tape of the final broadcast if possible and critique your own performance, looking for ways you might improve in the future.
Contact Ann Berry at WVU-ES Communications to let us know when you've done an interview so that we can track down clipping or tapes of your story. If you have a clipping or tape, please share a copy with us. If the interview was with a reporter from a distant location, you might ask him to mail or fax a clipping of the story.
Prepared by West Virginia University News and Information Services.
Adapted from a document published by News and Information Services at the University of Michigan.
