Tips for dealing with the media

[CES]

I’m on the board of and a designated media contact for a non-profit association. I’m posting these (adapted) guidelines for dealing with the media because I hope that people that read the forum are sometimes contacted- or are willing to contact the media. I thought they might be helpful, especially in light of the recently released study from VCU and the resulting news releases. While no one has total control of a news story, there are tips to help in being effective in communicating, and decrease the probability of being misrepresented. I’m a member of CASAA and will post these in that forum too.

Mods- please feel free to move this if it’s not posted in the right place

You should use phone and email to document your
attempts to respond if a reporter contacts you.

Find out the deadline for the story. When is the writer turning in the story? When is it
expected to run?

Ask for the questions the reporter is seeking answers to and the general overall
scope of the story. Write them down and ask if you can get back to him/her within a
reasonable time with the answers/statements.

Ask if other people are being interviewed; who are they? Try to discover if the story
will be straightforward or potentially controversial. See the tips below for how to
handle a controversial topic.

Use any time that you have to formulate your response. It’s always better to see the
words you are going to say on paper before you say them. Stick to your script.

Be sure to mention the all of the key talking points below, even if the reporter did not
request them.

Offer to send follow-up research or information.

Let the reporter know you would be pleased to be a reference point in the future for
similar stories.

Ask for a copy of the final version and keep it for your files.

Thank the reporter for his/her insight

Tips To Remember

1. Ask the about the overall goal of the story.
Try to understand the writer’s motives. Is the writer interested in a positive story or is
he/she searching for a problem to report? If you sense that the writer is researching a
problem area stick to the facts. Offer to take their questions and get back to them at a
more convenient time. Once you have the questions formulate your answers and
determine if you response will be factual rather than emotional.

2. You are not having a conversation with a reporter you are being interviewed.
Sometimes a reporter is looking for a twist, or a catch phrase, and maybe a
controversial remark. Your job is to report the facts.Ask for a copy of the article before it’s released so you can make changes if necessary. Some reporters will do that but many more will not.

Despite the best preparation, however, sometimes the reporter will write the story that
they intended and you may not recognize the statements that have been attributed to
you. If the statements are way off mark you can send a letter to the editor with your
position.

Be sure not to fall into the trap of thinking that you are making a new best friend and
chatting about various topics. The interview is a serious discussion of the facts. Be sure
to maintain a professional relationship throughout the interview. You should maintain
your expert posture in the process.

3. Convey the key messages and repeat them.
Before you start an interview, know exactly what you want to say. Prepare three to five
talking points you want to make and integrate them into your answers during the
interview. Write them down and practice a few comfortable ways of saying them.
Be sure to review the key messages listed in this packet; repeat as many as possible.
It is particularly helpful to use stories or case studies to make a point. Be sure to keep
them short and remember to state your conclusions before you use your supporting
evidence. Most often, producers and editors are looking for that sound bite, that quick
thought that summarizes your points.

4. Nothing you say is “off the record.”
It’s important to realize that even if a reporter says it’s "off the record" anything you say
may be repeated . . . and in print.
Don’t speculate. Report only what you know is fact. Be sure not to comment in a
negative way about someone else or another organization. Don’t gossip or say that you
heard something negative or rumors. That will only fuel a story that will reflect poorly on
your and the profession. If the reporter asks what you think of someone’s behavior or
another organization say, “no comment” or "I have no comment about that."

5. Be enthusiastic and respectful of others.
Take the opportunity to voice your pride in your profession, as well as a chance to
promote your own work or research. Provide links to your website. A good story can
increase public awareness and understanding of your specialty area and a particular
issue relevant to your work. Speak with energy and warmth.

6. Remember, you are the expert.
The most important thing to remember about a media interview is that you know the
subject matter better than the interviewer. The reporter has a role in gathering and
reporting information but you actually make the story by your remarks. They are looking
to you as a source of information and as an expert to add to their story. Be sure to
provide you full credentials and explain what they mean.

7. Stay in your comfort zone.
The journalist needs to write a compelling story that will illustrate a balanced look at the
issue. Your job is to articulate the information in an interesting and factual way and help
the audience understand.
In some cases you may be asked to comment on areas that you may not be familiar
with such as legislation affecting the field. Remember don’t guess or speculate. It will
show up in print.

8. You’ll improve over time so keep trying.
Each interview will be a different experience from which you can learn

Finally, as you are preparing your messages for the interview, it is also a good idea to
consider potentially challenging questions that might get asked and how you would
handle the response. If a challenging question is posed that you think you have
prepared for and can answer, by all means do so. However, if you feel there is a
question that you cannot answer, make a note of the question and tell the reporter that
you will get back to them. You can head off these kinds of uncomfortable exchanges if
you are able to anticipate hot button questions and craft a response.

[Madame Psychosis]

This is an excellent set of tips.
Certainly sticky-worthy (if it doesn't make the sticky list too long).

#4 includes a crucial point about negative comments. Stay away from attacking individual or organizational motives. Negative speculation (and it is just that, speculation) draws attention away from facts. An attack makes far too good a soundbite, but unsupported accusations are seriously counterproductive to a cause.

[SmokeyJoe]

Great tips - thanks for posting! I'll try to remember these next time

Remember also that when contacted by the press, any correspondence between you and them may end up reported, unless you specifically request that it is not (hence my own fatuous comments reported in the CNN article )

[Kilroy]

Very good advice, regardless of the subject.

[boochips]

Glad I found this info... I have an interview Tuesday afternoon with a reporter from my local paper and I need all the help I can get. She seemed really interested in my Silver Bullets and wants to do a story about vaping. I am VERY nervous, they also want to take my picture.
Any advice from anyone????

[Vocalek]

Yes. Contact the reporter and ask her to send you a list of questions ahead of time. Tell her that to save her time you want to make sure that you have all the information you need to answer her questions.

If she does send the questions, look them over and if there is anything you need help with, contact one of us from CASAA. Our email addresses are listed on the Board of Directors page: About CASAA.org

If she refuses to give you the questions ahead of time, go ahead with the interview. However if she asks any questions you can't comfortably answer off the top of your head, tell her that you aren't positive about the answer and that you will research it and get back to her.

P.S.: "I don't know" is an honest answer and one that you should never hesitate to give. I used it all the time when I was teaching. People respect the fact that no one person knows everything under the sun and would prefer "I'll find out for you" as an answer instead of B.S.

[boochips]

Thanks
sounds like good advice...

[CES]

The CASAA forum also has links to many/most of the studies that have been done about e-cigs. You can read them and/or refer the reporter to the information, and to the MD who is a member of the CASAA Board.