So You’re Going to be Interviewed…
Reporters rely on interviews — by phone or in person, planned in advance or immediate — to gather information. Interviews set up in advance are often for the purpose of getting background information. Spontaneous interviews usually indicate there is a breaking news story, i.e., something has happened and the reporter needs facts or comments now. In either case you want to be prepared.
When the call comes…
- Confirm the identity and media outlet.
- Ask for specifics about what the caller wants to know.
- If necessary, buy time for yourself.
- Explain that you’re in the middle of something but you’ll call back in a specified
time period — and do. - Explain that you don’t have all the information, but you’ll do some fact-finding and
call back. Find out the reporter’s deadlines and try to accommodate them. - Suggest that someone else may be a better source of information. Then call that
person immediately to give him/her a chance to anticipate the reporter’s call.
- Explain that you’re in the middle of something but you’ll call back in a specified
Be prepared
- Anticipate media calls or visits. Depending upon your locale, you may also be asked to react to a state or national report on education. Keeping on top of news is helpful in anticipating such calls.
- Know your media outlets and reporters. By watching, listening and reading TV and radio broadcasts and newspapers, you’ll get a sense for the type of reporting an individual does. Consider whether the reporter typically emphasizes human interest, hard facts or a mix.
- Decide the message YOU want to convey, based on what the reporter wants to know.
- Make a list of the points you want to make and questions you think the reporter may ask.
- Review reports, correspondence, etc., that relate to the interview topic.
- Prepare a one-page handout of facts regarding the interview topic, if time permits.
During the interview…
- Concentrate on YOUR message. Remember, you are half of any interview.
- Be concise. For broadcast, try to keep your responses under 30 seconds. For print, the more concise you are, the harder it is to be misquoted.
- Listen. Respond only to those questions that are asked unless you have a specific point you want to make.
- Be positive. Try not to respond to speculative questions. Instead, rephrase the reporter’s question or re-emphasize your own points.
- Don’t go off the record. Reporters can use off-the-record information to confirm what they’ve been told with someone else and then use the information.
- If you don’t know the answer, offer to get the information.
- If you can’t answer a question, for legal or other reasons, explain why.
- Be emphatic. Make your points up front, then offer substantiating information.
- Do not let reporters put words in your mouth. Be cautious of questions that begin “Would you say that…?” Avoid responding “yes” or “no” to such questions: instead, rephrase them to emphasize your viewpoint.
- Keep it simple. Avoid educational jargon. When you must use a term the general public may be unfamiliar with, explain it as simply as possible.
If you are on the air…
On television…
- Dress appropriately – no loud patterns.
- Look at the interviewer, not the camera.
- Respond with short answers. Most news segments are 90 seconds or less so a 5 to 10 second sound bite may be all you have.
- Make visuals (charts, pictures, etc.) available if possible.
On radio…
- Avoid mike fright. Follow the professional’s advice on how to speak into the mike: not too close.
- Keep answers short and to the point. Don’t be afraid to stop. Rambling often means saying the wrong thing.
After the interview…
- Make notes, if you didn’t keep them during the interview.
- Offer the reporter written information if available. Keep it brief.
- Suggest another upcoming story the reporter may want to cover. Don’t miss the opportunity to emphasize something positive.
- Alert other administrators, board members, parents and students as appropriate of pending coverage.
- Monitor coverage.
Practical Public Relations tips prepared by Mary Pat Pfeil of the Wauwatosa School District for the Wisconsin School Public Relations Association.