We rely on the news media to get the Western story to the public, but they can only accurately report on what's going on if they get accurate information. Here are some simple guidelines for dealing with a call from a reporter:
- Obtain the reporter's name and affiliation and ask exactly how you can be of assistance.
- Once you know what the reporter needs, determine if you are the appropriate spokesperson. If not, refer the reporter to the correct person or to the Media Relations office at 745-4295.
- If possible, schedule a face-to-face interview, especially if the material is complex. This will give you a chance to better explain the subject and provide supporting material. Be flexible; distance and deadlines often make this impossible.
- If you need time to gather the facts, or to collect your thoughts, ask for it. Ask the reporter to call back in a few minutes.
- Be ready to give your message. Prepare a single communications objective and two or three secondary points you want to make.
- Remember, don't say anything you don't want to see in print or on the news. Since conflict is news, reporters often ask questions to bring out the conflict in stories. State your position in positive terms and try not to fan controversy.
- Anticipate tough questions. If you'd like help preparing, give the Media Relations office a call. If you'd rather not answer a question, say so. If you don't know the answer, say so. But be willing to direct the reporter to someone who can answer the question.
- Use simple language and speak in short sentences.
- Be concise. Reporters work with a limited amount of time and/or space, so get to the point.
- Respect deadlines by returning calls promptly.
- Don't expect a reporter to show you the story before it is published; it conflicts with journalistic ethics. If you fear a point has not been understood, ask the reporter to repeat it. Let the reporter know how to get in touch with you if there are further questions.