Working with the Media

Arranged media interviews should be both enjoyable and rewarding. Your ultimate goals in seeking or agreeing to media interviews are to report on and cultivate positive public knowledge about your research, your programs, your events and activities. Beyond the initial objective of establishing courteous relations with the interviewer, the path to success in most media interviews is all about following a few basic guidelines. The following offers some practical advice.

Interviews

Responding promptly to media requests, even if your response is to decline the interview or to refer the caller to the News Service, is very important. Reporters are usually working under tight deadlines, and a delay of a day (or often even an hour or two) can mean the difference between favorable coverage and lost opportunities — or worse, it may discourage reporters from seeking UNT experts. Your promptness and courtesy will help UNT now and in the future. If the story isn't breaking news and if there is not an immediate deadline, ask the reporter to call you back at a specified time when you can talk.

In addition to asking about the reporter's deadline, determine what the interview is to be about and how it will be presented. Always be sure to get the reporter's name and the news outlet (publication or broadcast station) he or she represents. If you are uncomfortable about stepping into an interview without a few minutes to prepare, explain your specific needs to the reporter, but indicate your willingness to respond to questions when you are ready.

If you're unfamiliar with the reporter or the news outlet, or if you want some assistance, call the News Service.

Before the interview

Develop concise answers to a few key questions, such as:

• What qualifies you as an expert on the interview topic?
• How did you become interested in working/doing research in this area?
• If you could make only three or four points on this topic, what would they be?
• What are the costs? (If applicable — reporters almost always want to know.)
• Who benefits from your work? How?
• What makes your work significant or unique?
• What does your work/research mean to the general public?

Call the News Service if you need assistance in preparing for an interview. If you prepare notes, think of them as talking points, with an emphasis on the word "talking" — you should not look or sound as if you are reading.

What to do during the interview

For any interview, remember these basic tips:

Know what you're getting into. Ask what type of story the reporter is pursuing, determine the context in which you will be quoted and try to get the reporter to share information about her/his aims and background.

Identify yourself. Make sure the reporter has the following information: your name and its spelling, your full title, your area of expertise, your department and college, and the correct name of the university (reporters and their editors and producers often mistake the University of North Texas for the University of Texas in their reports). Also, be sure to mention UNT at appropriate times during the interview. Sometimes these things seem obvious, but you might be surprised at how many times they end up wrong in a story because they are overlooked during the interview.

Say it in plain and clear english. Keep your statements clear and concise. As an expert in your field, you may be in the habit of using terms casually that an average reader or viewer may not understand, so provide plain-language interpretations and metaphors. Speak slowly, and always spell difficult words or names.

Have something to say. Pick three or four key points you want to focus on. Make the points early in the interview and repeat them, if possible. Don't limit yourself to just answering the questions. Raise important points you want to make.

Be both confident and patient. You'll come across better if you speak clearly and confidently. But patience is also a virtue here. Some reporters are able to specialize in certain subject areas, but others are truly generalists and will have to cover stories on several different topics in one day. Offer to provide simple background information.

Answer truthfully. Perhaps it goes without saying, but don't guess or exaggerate. Try to avoid ambiguous answers. If you don't know the answer to a question, there is no harm in saying so.

Be aware that you are always "on the record" in an interview, and avoid using the words "no comment." Assume everything you say will be quoted. If you don't want to be quoted saying something, don't say it. If you think that commenting is inappropriate or outside your area of expertise, say so and politely decline. Avoid saying the words "no comment," however. It's OK to say virtually the same thing using other words, but "no comment" often sends up a red flag that important information is being hidden or withheld.

Be careful with reporters who remain silent for long periods of time. Reporters may use silent pauses to encourage you to ramble, reveal something or dilute your message. Be friendly, but understand that you are not obligated to fill lulls in conversation.

Correct misunderstandings. Don't hesitate to correct the reporter if he or she makes an incorrect statement or assumption. Also, don't let the reporter put words in your mouth. If you suspect that the reporter does not understand you or is missing your point, you are probably right. It's perfectly acceptable to ask for a reiteration of what you've just said.

Offer further assistance. End the interview with an offer that you will be available if the reporter has any follow-up questions or needs clarification when preparing the story. Indicate when and where you will be available.

After the interview

If you've interviewed with a newspaper or magazine reporter, don't expect to see the story before publication. As a general rule, with very few exceptions, reporters don't let sources review their stories. However, you should always feel free to call a reporter back, with further information or clarifications — especially if the interview or parts of it left you feeling uneasy.

Please let the News Service know about interviews you have had, any questions or information generated by them and any news stories that result. This helps us track stories and do a better job of helping you.

The morning after

Scenario No. 1: You pick up the newspaper or turn on the TV after your interview, happy to see that there's a story in which you've been quoted. But, there are some problems with the story. You've been badly misquoted. Or the headline or teaser doesn't accurately reflect the story. The interview was long, but only a few sentences were used. Your quote was taken out of context. Before grabbing the phone to call the reporter, stop. Call the News Service and talk about your concerns. We can advise you on how to pursue the situation to your best advantage. We can also make calls on your behalf, and we may stand a better chance at getting a correction when one is warranted.

Scenario No. 2: You pick up the newspaper or turn on the TV after your interview, happy to see that there's a story in which you've been quoted. You are so delighted with the story that you want to call the reporter immediately and express your deep appreciation. Again, stop. Although it's not out of line to call the reporter, especially if you've developed a good, long-standing relationship, it's important to remember that most reporters are extremely busy, deadline-driven people. By the time your story hits the front page or the evening news, your reporter is likely hot on the trail of a completely different story. It will be more effective and much more appreciated if you simply write a brief, personal thank-you note and send it by mail or fax. But do call us, and let us know how pleased you are with a story. We want to hear from you. It helps us serve you better.