Tips for working with the media

To all Mount Royal faculty and staff who are contacted by the media, please consider the following suggestions to help you make the most of your interviews.

When a reporter calls

  • Return the call as quickly as possible. Reporters are always on a deadline; even if you unable to help them, inform them of that as soon as possible, so that they can contact someone else.
  • Clarify the subject of the interview and the depth of the information that the reporter needs. Ask about the news affiliation; whom else the reporter is contacting; the location and estimated length of the interview if it is to be held at another time; the caller's phone number; and the deadline. Each of these points is important.
  • If the reporter wishes to tape you over the phone, don't hesitate to say you'd like to collect your thoughts first. Be sure to call back before his/her deadline.

Preparing for an interview

  • Focus on three to five key points and practice getting them across in short bites. Rank them so you emphasize the most important ones first, in case others are edited first.
  • Think about difficult questions that might come up and how to answer them.
  • Review your facts, statistics, or background information. Consider metaphors and comparisons to make your points memorable. Keep notes handy for phone interviews and ensure the material is well organized, so you are prepared but not over-rehearsed.
  • For cameras, wear comfortable clothes in solid shades and a minimum of jewelry.
  • Avoid using culturally, sexually or politically insensitive language or anecdotes.
  • Check to be sure the reporter has your correct name and Mount Royal department, and knows where Mount Royal is located. This is especially important before a live interview.
  • Do consult the Mount Royal External Relations department at 403.440.5192 if you want assistance formulating the content of your interview, rehearsing or discussing any contents you might have. If your interview doesn't go as well as you would have wished, you may want to discuss it with Media Relations Officer, Fred Cheney. 403.440.5195 or 403.542.7904. The External Relations department can also handle inquiries and provide context.

During the interview

  • State important facts first and remember your key points. Use examples.
  • Relax and speak in conversational terms.
  • Be brief and non-technical. Keep in mind that 10-second sound bits are the building blocks of TV and radio news stories. You can sometimes return to your key points later.
  • Your body language is vital to the success of a television interview. Lean slightly forward and keep both feet on the ground. Be wary of appearing to intimidate. Show interest but keep your expressions neutral while being questioned. Be respectful of other guests and panelists. Try to generate enthusiasm -- it dispels boredom.
  • In a radio call-in show, you can have blank paper ready to make notes while the caller is speaking. Be ready to signal to the host that you're prepared to comment or answer the question.
  • Never speak off the record. Assume that everything you say is on the record and don't hesitate to correct the record if the reporter has wrong information.
  • Answer truthfully. Don't lie, guess, or exaggerate; if you don't know, say so in a friendly way. Do everything you can to avoid sounding defensive.
  • If something is truly too controversial to discuss, explain as much as you can. Sometimes you can ask for more time to offer a thoughtful response.
  • Never argue with the reporter.
  • Don't say "no comment." It's considered rude and many reporters will conclude it means you have something to hide and/or they may report that you refused to answer.
  • Be cautious with an interviewer who remains silent. Don't bridge the lulls with conversation.
  • Do not expect to be able to provide final approval on a story. Although a reporter may ask you to review it for technical accuracy, this is a courtesy, not a right.
  • Enjoy the opportunity to communicate your expertise and insights!

After the interview

  • Please phone Fred Cheney, Media Relations Officer, at 403.440.5195 or complete the Media Interview Form to provide External Relations with details of your interview.

Thank you for your efforts to communicate effectively and to help the public understand your topic and the importance of higher education in general.

 

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