Advice on Working with the Media - Lawrence University

1. Start with the basics

Ask the reporter's name and media affiliation. Don't be embarrassed in asking them to repeat the information or spell it out, just to make sure that you get it right.
Ask the reporter to explain the nature of the story they are working on and what information they are specifically looking for. How exactly can you help them?
Find out what deadline they are facing and when they expect the story to run.
Even if the reporter has been referred to you by the Office of Communications, report the inquiry or interview to the Media Relations Manager as soon as possible. A "heads up" will help the Media Relations Manager determine if other media contacts are likely to occur and whether other individuals on campus need to be informed of a breaking story.

2. Try to understand the constraints the reporter is faced with and be accommodating

Respect a reporter's deadline. Most reporters on are very tight deadlines and can't wait several hours or even days for you to respond. Return media calls or e-mails from reporters as promptly as you can.
Undue delay may mean that the reporter has already moved on and the story has passed you and the college by. Worst yet, the absence of a prompt response will often result in a reporter saying "Lawrence University representatives were unavailable for comment," which to many readers and viewers sounds as if you or the college are ducking the issue.

3. Ask yourself whether you are the right person to be fielding the inquiry

More often than not, sensitive issues and questions should be dealt with by senior spokespersons for the college. When in doubt, do not hesitate to refer the reporter to the Media Relations Manager for assistance or to the appropriate member of the president's staff for comment.
As a faculty member, if you are asked to comment on a subject that you feel is outside of your expertise, don't be shy about suggesting that the reporter talk with a colleague whose expertise is more relevant. Reporters will usually appreciate your help in steering them to the best source. As a courtesy, provide any colleague or colleagues you identify with a "heads up," so that they can prepare for the reporter's call.
Before handing off a reporter or declining to speak on an academic subject because of concerns that you are not a true expert in the specialized area of interest, take a minute to consider the reporter's situation. Often reporters are looking for very general commentary and understanding. Moving from story to story, they do not have time to delve deeply into any particular subject. To them, you are an "expert."

4. Don't be rushed

If the call is unexpected or if you are caught off guard by a reporter's question, get the gist of what the reporter is interested in and tell him or her that you will call back. Set a time in which you will do so, say in 20 minutes. Then take a moment to collect your thoughts and follow through with a call back to the reporter in a timely fashion.
If you think the matter is potentially sensitive for the college, contact the Media Relations Manager for advice or counsel before returning the reporter's phone call.
If the reporter is calling about a story that has already broken, in a wire service report or elsewhere, ask the reporter if he or she will fax the story to you before you react with an on-the-record comment. It doesn't hurt to ask, and you will be better prepared or informed when you call the reporter back for the interview.

5. Understand the nature of the "beast" and you will be better prepared

Most newspaper stories are short, but there usually is some latitude in developing the subject more deeply. As a general rule, print reporters have a bit more time to conduct in-depth interviews and are therefore more likely to ask you to elaborate more fully on the points you make.
Broadcast journalists, whether they like it or not, have to deal in sound bites and brief capsules of information and are often assigned a story on one-day's notice. The average television news story is 60 seconds or less, although some may go up to almost 2 minutes. No matter how long you are interviewed, your commentary or explanation will be reduced to one or two very brief quotes.
The average television interview sound bite is a little less than ten seconds. If you can't say what you want to say in ten seconds or less, your comment will be chopped or end up on the cutting room floor.
What reporters often look for are pithy quotes, colorful anecdotes, or a clear and well-phrased analogy. Straightforward and easy to understand facts increase the prospects of your interview being included in the story. Reporters want more than just generalities, which they can, and often do, provide on their own.

6. How to conduct a successful interview

Speak in short sentences. Most newspaper articles are written for quick reading. Long sentences do not translate well in either the print or broadcast media, and wordy quotes will be edited down accordingly. If your answers get long-winded and complicated, you may not like how that editing comes out.
Keep your points simple and easy to understand. Remember that the reporter is writing for a lay audience and often does not have the time to unravel very complex explanations.
Speak plainly and stay away from jargon or dense academic terminology. Imagine that you are talking to a relative or neighbor and explaining to them what you do in your field of expertise.
Think of the two or three main points you want to get across and stick with them.
Before the interview ends, ask the reporter to confirm that they have recorded your name and title accurately. Be sure to specify the Lawrence University affiliation; not "Lawrence" (which often comes out as Lawrence College) or some other derivative.

7. It's all about attitude

Remember that the attitude you convey is as important as the words you speak.
Always indicate that a reporter's question is worthy of consideration, no matter how silly or stupid it may seem to you. Rephrase the question if necessary, but don't blow it or the reporter off.
When appearing on camera, body language and facial expressions convey attitude. Try to indicate interest, sincerity, and credibility, as well as the fact that you are confident and knowledgeable about the subject rather than hesitant or uncertain.

8. Handling the tough questions

Keep in mind that the reporter is neither your friend nor your enemy. Good reporters don't necessarily set out to find or create conflict or controversy, but let's face it, controversy is news and "why can't we all get along" doesn't draw readers or television viewers.
An interview is not a conversation. Try to be at ease and relaxed, but never let your guard down. A common journalism technique is to "warm up" the interviewee with either pleasant conversation or "softball" questions, then turn abruptly to the meat of the matter. It is easy to be caught off guard when a television reporter listens politely to your answers to simple questions, then hits you with a tough one in the next breadth. Try to be ready and "on," even before the camera starts rolling.
Silence can be deadly, but saying too much can also get you in hot water. Try to be helpful, but restrained. At all times, resist speculation (unless the subject is academic in nature).
Always assume that everything you say is quotable, even the pleasantries shared before or after the interview. "Off-the-record" or "on background" are Washington euphemisms that often bear very little reality to how interchanges with the media play out.
The reporter has a job to do; don't expect them to turn off their journalistic instincts or responsibilities simply because you suggest that you are sharing something in confidence. Unless a reporter specifically agrees, verbally or in writing, your suggestion that something is "off-the-record" has validity only to you. Even then, make sure it is a reporter that you know and trust. To be safe, assume that anything you say will be quoted.
Don't duck the inevitable. If you refuse to respond to a reporter's call, especially on a sensitive subject, you can guarantee that the story will go forward with the comment "officials at Lawrence University refused to respond to numerous requests for comment."
Never, ever say "no comment." It always ends up sounding suspicious. It suggests avoidance of an issue or, worst, that you are trying to hide something. If you don't know the answer, say so and explain why: "we're looking into to that" or "until the facts are known, it would be premature to speculate on that." Promise, however, to find out and get back to the reporter as quickly as you can.
Taking a "no comment" stance, even if it you don't come out and say it, usually means that the story that follows will inevitably be one-sided. A lack of cooperation rarely dissuades the media from going ahead with a story. You can bet that the reporter will find a source, any source, and that an opposing viewpoint will be given full play and remain undisputed.
If there is a question you would rather not deal with, answer it very briefly and move on to the point or points you want to get across. Again, on sensitive issues, don't speculate, stick to the facts.
Whenever possible, emphasize concrete solutions or actions that will correct the situation. Positive steps, even if only in the form of intentions, demonstrate that you and the college are on top of the issue.
Follow the old adage, "If you can't tell the truth, don't say anything." Falsehoods or misrepresentations have a way of being uncovered and usually come back to haunt you. Remember that you are not required to disclose information. Better to leave certain things unsaid. By not telling the truth, the situation is always made worse.
If a reporter is persistent in probing, be persistent in kind. Use an interviewing technique known as "bridging." Bridging is where you take a difficult question and rephrase it to your advantage, as in "The real issue is . . ." Bridging allows you to bring the interview back to the points you want to get across.
Alternatively, try to speak to the general subject of the question without responding to the specific parts you are uncomfortable with. Keep to your main points and do not be distracted by the specifics of the reporter's question.

8. How you can minimize being misquoted and prevent erroneous news reporting

Ultimately, there is not much you can do once you are misquoted. Contacting the reporter and expressing displeasure is an avenue open to you, but beating up on editors is rarely productive. There are, however, some steps you can take to improve the prospects for accurate reporting.
If at all possible, suggest a face-to-face meeting. A personal interview is better than a phone call in preventing potential misunderstandings. If that is not feasible, offer to provide the reporter additional information or background material by e-mail or fax.
If at any point during the interview you think that the reporter may misunderstand or be confused by the point you made, ask the reporter to rephrase or repeat what you have said.
Always offer your availability for further clarification, fact-checking, or additional information. Encourage the reporter to call back or e-mail you if they are unclear about the context for anything you have said or need further details.
Don't expect the reporter to show you the story in advance of publication. It simply is not done. No self-respecting journalist will ever allow a source to review a story before publication, so don't even ask. To do so is, in fact, offensive and suggests that you are attempting to control what is printed.

9. Avoiding some common pitfalls

Don't try to be clever, it usually doesn't translate well in print or on television and can appear condescending.
Beware of humor; it can be misinterpreted and inadvertently come off as flippant or sarcastic.
Don't reinforce the negative. Remember the old trick question, "When did you stop beating your wife?" Any response given suggests an admission that at some point you did beat your wife. Do not respond with "no" or repeat a negative. Respond instead with a positive, e.g., "My wife and I have a very loving and respectful relationship."
Don't feel compelled to fill in the silence. If the reporter pauses after an answer, simply wait for his or her next question. Reporters know very well that most people are uncomfortable with silence and can use that as a technique to get you to "open up" and move off-script.

10. Some specific tips for television interviews

Dress for the interview if you have time. Always err on the conservative side in your appearance.
If possible, wear an off-white shirt or blouse or a subdued color as opposed to bright white. They show better on camera.
Avoid bold colors or patterns and multicolor stripes or polka dots. Take off large or flashy jewelry. These often look odd on camera and serve as a distraction for the viewer. How many times have you wondered how a news anchor or interviewee could have picked out that particular tie?
Take a moment to check your hair before the interview. Make sure it is in place, so you don't appear to have a disheveled look on camera. The same goes with photography to accompany a print interview.
Focus on the reporter when you speak and avoid talking directly to the camera.
Ask the reporter to clarify any question that isn't clear or you don't fully understand.
Try to act natural. Gesture as you would in a causal conversation. Remind yourself to relax, so you don't come off wooden or stiff.
Pause after a question or answer. This allows you to catch your breadth and collect your thoughts. Don't rush to answer a question or speak too quickly. Pronounce your words slowly but naturally. This will improve clarity and comprehension.
And, of course, try to leave out the "ums," "ahs," and "you knows." You would be surprised at how pronounced they will seem on television and how irritating or distractive they can be as a result.

11. Finally, keep in mind that in many instances you will be seen as representing the college

Faculty and staff are, of course, free to express personal opinions on a variety of subjects, including controversial ones.
However, if you are not a designated spokesperson for the college on a particular matter, be sure to make clear to the reporter that the views you express are your own and that you are not speaking in any capacity for Lawrence (unless asked to do so).

Communications staff members are more than willing to offer advice and assistance, including sitting in on interviews with reporters. If you have questions or concerns, do not hesitate to call or e-mail Rick Peterson, Associate Director/Manager of Media Relations (x6590).