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University of Wyoming

MEET THE PRESS


MEET THE PRESS

Guidelines for Talking to Reporters and Researchers


From time to time reporters and researchers will come to the RRC seeking interviews with students, faculty, staff, and other users of the center. The RRC encourages a diverse range of GLBT voices; at the same time, we dont want our users to feel obligated to speak to interviewers. If you are asked for an interview, here are some things to keep in mind.

It is entirely up to you whether or not to grant the interview. If you dont want to do it, simply say so. If a reporter/researcher makes you uncomfortable, seek out a member of the RRC or OMA staff immediately; they will want to hear your concerns.

If you do grant an interview, please make it clear that you are speaking as an individual rather than as a representative of the RRC.

You have control over some key aspects of the interview: if you dont want to give your first or last name, you dont have to; if you would prefer to speak off the record (i.e., not be directly quoted or referenced), you may say so; and if you dont want to answer a certain question, you can simply refuse to do so (and feel no obligation to say why you dont want to answer it). You may also end the interview at any time.

You cant control which quotes the interviewer will end up using, or how those quotes may be used. If that makes you uncomfortable, you should consider not doing the interview.

Decide whether or not you are comfortable with being out to the interviewer; even if you are out to family and friends, you may feel differently about being identified as GLBT in the regional or national media.

A reporter who seems friendly or sympathetic may just be warming you up in order to steer you towards a certain topic. And dont assume that a reporter who tells you he/she is sympathetic to gay issues is going to write a sympathetic article.

Please dont hesitate to discuss these guidelines, or raise any questions you may have, with the directors and staff of the RRC and OMA.

GUIDELINES FOR WORKING WITH THE MEDIA

Know what the interview is about

  • Try to determine the reporter's agenda, focus, and how you fit in.
  • Don't let a reporter ambush you; you don't have to answer right away. Give yourself time to decide what you want to say. It's often best to take the reporter's phone number, find out his or her deadline, and promise to call back. Once you make that promise, keep it.
  • Decide if you want to be interviewed. If not, call the Division of University Public Relations. With your help, we can answer the reporter's questions for you. Call the reporter back and ask him or her to contact the Division of University Public Relations.

Prepare your commercials

  • Develop three main points you want to make during the interview. No matter what the reporter asks, these are themes you want to appear as a result of the interview. Don't avoid the reporter's questions. Answer them, but steer the subject around to your commercials."
  • Know your subject matter. Usually you will know more about the subject than the reporter does.
  • Anticipate the reporter's questions and have responses ready - but don't read from a script.
  • Rehearse
  • Be positive

Understand the medium

  • Is it newspaper, magazine, radio or television? There are different considerations for print and electronic media. These will be discussed later.

Understand the rules of the game

  • An interview is not a conversation. Anything you say may be used; Never go "off the record." If a reporter has a tape recorder or video camera, always assume it is on.
  • Though you're speaking to the reporter, keep in mind that your message is intended for the public. Your goal is to present your informed point of view.
  • Faculty have no obligation to allow media into classrooms when they are teaching. You can ask them to leave and expect them to cooperate.

Keep it simple

  • Remember that you know more about your subject area than your audience does. Keep explanations simple. Avoid technical jargon and acronyms; you may use these terms every day, but the public doesn't.

Remain calm

  • You know more about your subject than the reporter does. Take enough time to make sure the reporter understands what you're trying to say. Repeat it as many times as necessary.
  • Try to establish a rapport with the reporter, but keep on your guard. You're not friends; this is a business relationship.
  • Don't lose your temper and don't get into an argument. Don't be defensive. Be calm and polite. Stick to the facts.
  • Avoid answering hypothetical questions. Stick to the situation as you know it.
  • Avoid loaded questions. While a reporter's facts may be correct, his or her assumptions about those facts may be erroneous. Make sure you correct erroneous assumptions.
  • Don't let a reporter put words in your mouth. If the reporter summarizes your statement incorrectly, correct him or her.
  • Don't comment on other people's comments. You may be commenting on a misquote or misrepresentation; you may also wind up in a situation where you're being pitted against a university official or a colleague.
  • If a reporter asks a series of questions, answer the one that best supports your case. If the reporter than wants to restate the other questions ask him or her to do so one at a time.
  • When asked a difficult question, don't buy time with statements like "That's a good question." Simply pause and think out your response. You'll look like you're giving a thoughtful response.

Tell the truth

  • Don't lie and don't guess. If you don't know the answer, tell the reporter you don't know. Ask if you can find out and call back; if you do, make sure you call back promptly.
  • If the question is not in your area of expertise or responsibility, refer the reporter to someone who has that expertise or responsibility. A "heads-up" call to that person is advised.

Who do you represent?

  • If you're being interviewed on the basis of your status as a university employee (faculty, staff, administration) you will be perceived as a university representative. If there is a policy issue involved, make sure you understand the university's policy or position. Offer the facts, not your personal opinion.

Closings

  • Thank the reporter for his or her time and attention.
  • Invite the reporter to call you for additional details or clarification.
  • Never ask to preview the story before it's run. You don't have that right.

Aftermath

  • The story may not run, or it may be delayed. Try not to be disappointed. Decisions on which stories run, and when they run, are dictated by space, time, and relative importance. Those decisions usually are made by editors who don't have any vested interest in a particular story.
  • The headline may not jibe with the story. When that happens, headlines are usually more sensational. That's not the reporter's fault. Headlines are written by editors who often have only limited time to gain an understanding of the story and make the headline fit in a limited space.
  • If you're happy with a reporter's story it's alright to thank him or her, but don't be too effusive; the reporter may think he or she has not written a balanced story. Reporters don't like to feel they're publicists.
  • If the reporter has made a significant mistake you have two routes to correct the mistake. First, call the reporter. Usually a responsible reporter will write a correction. If the reporter is unresponsive it's alright to call the editor -- or you can simply write a letter to the editor. If you write a letter, be brief and to the point; don't lambaste the reporter or the publication.

DIFFERENCES BETWEEN PRINT AND ELECTRONIC MEDIA

Print Media

  • Newspapers and magazines usually have longer deadlines than electronic media. That gives you more opportunity to explain your subject in depth. It also gives the reporter more time to gather opposing viewpoints and to investigate whether what you say is correct.
  • Print media can usually donate more space to a particular story than electronic media can donate time. You can provide more information; you can also provide charts, graphs, and photographs.
  • Usually a reporter will ask you for permission to tape your interview. You have the right to ask the reporter not to tape the interview; even if the reporter agrees not to tape, assume that he or she is taping you and temper your remarks appropriately. If you give the reporter permission to tape you, you have the same right to tape the interview.

Electronic Media - Radio

  • Find out if the interview will be taped or live. If it's live, what you say will be immediately heard by the listeners -- there is no opportunity for editing or correcting your mistakes. Unless you are very confident in your position and ability, avoid live reports. In a taped interview, if you make a mistake, you can ask the reporter to start over. Most will comply.
  • Answer in 10-20 second responses, commonly known as "sound bites." Start with your summary statement or conclusions; then follow with your supporting information.
  • Assume that the tape is always running. Don't say anything you'd be embarrassed to hear later.
  • Don't feed the microphone. After you've made your points, be quiet. It's the reporter's job to fill time or edit blank spaces.
  • Give a full answer; don't let the reporter interrupt you. Insist, gently, that you be allowed to finish.

Electronic Media - Television

In addition to all previous guidelines:

  • Avoid ambush interviews. Most people look like a deer caught in a car's headlights. Be calm. Ask the reporter to call for an interview. Excuse yourself. Don't talk over your shoulder as you walk away.
  • When possible, develop rapport with the reporter and discuss the subject background. Always assume, however, that the tape is rolling and the microphones are recording you.
  • When possible, select a background which you feel best illustrates your story. Reporters will usually be receptive to suggestions.
  • Look at the reporter, not at the camera. Usually, after the interview, the camera operator will tape cutaways that show the reporter talking with you. These will be edited together for broadcast.
  • Normally, smiling helps put you, the reporter, and the television audience at ease. BUT, if you're discussing a serious subject, don't smile; you'll look insincere and uncaring.
  • Wear conservative clothing. A dark suit or jacket will work well for both men and women. Avoid bright-white clothing, stripes or checks, or fancy neckwear. Men should wear a light blue, solid-colored shirt; women a light-colored blouse. Women should avoid fancy clothing, plunging necklines and large, sparkling jewelry.
  • If you wear glasses, don't wear sun sensitive glasses which turn color in bright lights.
  • Keep your gestures to a minimum and, when you do gesture, keep your hands high.
  • Pull your suit jacket down and sit on it to minimize a bulging, gaping collar.
  • Cross your legs at the knee with your "free" foot facing away from the camera.
  • Avoid nervous habits such as drumming your fingers on the arms of the chair or playing with a pen.

Press & Researchers

  • Members of the Press & Researchers, please contact us if you would like to interview students or staff in RRC. We are willing to help you, but ask that you respect the space.
  • Guidelines for students, faculty, staff, and others who would like to interview in the RRC:
  • RRC Press Guidelines
  • University Press Guidelines

When in doubt, call the Division of University Public Relations at ext. 2379.

 

Edited by D. A. Hutchinson

Last Updated on 10/30/2009 7:56:39 PM