How to Work With the Media: Tip Sheet

Do your homework - keep up with your topics, read the publication, watch the program for which you will be interviewed

Don't take cold calls - get information and call back within the reporter's deadline.

Whether to Interview:
Don't do an interview outside of your range of knowledge.
Don't do an interview if you haven't rehearsed.

Preparing for the Interview:

• Create 3 to 5 talking points.

• Anticipate the questions, and practice the answers.

• Practice being brief; think "sound bites"-figure on less than 30 seconds for radio/television.

• Prepare a fact sheet on your topic, and fax to the reporter before your interview, alerting the reporter to complicated but important points.

• Never go off the record-there is no such thing.

The Interview:
State your key talking points during the interview.
Use transitional bridges to keep your message on track:

• "What's important here is"

• "The bottom line is"

• "The real issue is"

• "Let me explain something"

• "Let's get back to the data"

• "That's a good question, but what is really important is..."
  "I'd like to make this point before I continue."

• "Let me give you the latest information on . . . that is really interesting."

Be concise in your responses to prevent being misquoted. Avoid jargon.

• Don't volunteer negatives.

• Don't repeat inaccurate information.

• Don't speculate or answer hypotheticals.

• Don't be afraid to say "I don't know."

If being quoted, request to have quotes read back to you.

Do correct misinformation.

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