Part I: Getting started

Understanding the pros and cons of being interviewed by the media, whether in print, by radio, on the internet or on television, is your first step to becoming media savvy.

As a psychologist, you are in the unique position of representing not only yourself and your expertise but also your profession. The news media are a critical source of information and education for the public.

Participating in media interviews requires careful preparation. But a good interview can reap the benefit of increased public awareness and understanding of a particular issue germane to your work or to society at large.

Do you have something newsworthy to say?

Step one toward becoming a media spokesperson is to have something interesting and relevant to say. If you are a researcher, are you studying an area that would intrigue a general audience? If you are a practitioner, can you offer advice and tips based on your experience (without jeopardizing your patients’ confidentiality)? Think about how your work as a psychologist might apply to the news of the day. There is a psychological angle to almost everything in the world.

Understanding the media landscape

Always remember that the media are in the business of telling stories, and to do that they need content. They are looking for a commodity—your knowledge and expertise. You have a job to do in an interview, and that is to articulate the information you want the audience to understand. The more complex that information, the harder you will have to work to convey it clearly.

Research the reporter’s work and style

The first step toward cultivating a relationship with a reporter is to follow his or her work. Read what she writes or watch his broadcasts. That will help you better understand what a particular reporter looks for to create a story. It will also avoid the embarrassment of pitching a reporter on a story that they have already covered, or a story on a subject they don’t cover at all.

Engage on social media

Follow reporters you admire and wish to cultivate on social media. Reporters will often tweet about their work and that of other journalists—which is another way for you to become familiar with their work. Many reporters crowdsource stories on Twitter/X and other social media channels, which could provide other inroads for you to pitch ideas or offer yourself as a resource.

If you see a report you particularly like, leave a comment on the webpage saying so. Share the story on your social media channels and don’t forget to tag reporters in your tweets so they will be notified that you shared their work.

Explore podcast opportunities

Many journalists have podcasts in addition to the other reporting they do. Listen to the podcasts of those you wish to cultivate. Offer yourself as a guest, if appropriate.

Understand journalism culture

Don’t waste reporters’ time. Most reporters lead hectic, deadline-driven professional lives. They are often working on several stories simultaneously, with calls and emails out to numerous sources. Many of them work different shifts since many newsrooms function around the clock.

Some reporters have specific beats, or areas that they focus on exclusively, while others are on general assignment, which means an editor or producer could tap them to cover a breaking news story. Look up reporters online before you work with them to find out what they cover. Check up on the media outlet where they work so you know if it has a political bent.

Often, it’s best to pitch story ideas to reporters via email. That way, they can read your idea when they have time. If you decide to call, make sure the reporter has time to talk to you—and it’s best to phone early in the day since by 4 p.m., most dayside reporters are crashing on deadline.

Maintain professional relationships

If you work with a reporter on a story that turns out well, make sure to drop a note letting him or her know you appreciated the piece. By the same token, if you see an error in a story, or if you are misquoted, try to get the mistake corrected during the news cycle when it occurred, if possible, but certainly no later than the next day.

Remember that good reporters are always working. As you become friendlier with journalists, it’s easy to let your guard down. Be careful not to say anything to a reporter that you would not want to see on tonight’s news or read in tomorrow’s newspaper. Even if you try to establish a ground rule that what you are saying is off the record, not all reporters will respect that agreement.

Get to know their personal interests

Remember, reporters are human and have personal interests that can often be discerned by their social media posts. Getting to know a reporter’s personal as well as professional preferences can help you craft more compelling and personalized pitches.