Best Practices for Working With Media

A look through the TV camera viewfinder at a turf specialist being interviewed

When a reporter reaches out to learn more about your latest research, an upcoming event or your area of expertise, it’s an opportunity to raise the profile of your program. But it may not feel that way if you’re unsure of how to respond to reporters or prepare for an interview. 

To help guide you through the process, here’s a simple introduction — or a refresher —  from CALS Communications on best practices, along with a list of resources to get you media-ready. 

Handling Media Requests

  • Respond promptly to emails or calls from the media.
  • Never ghost a reporter. Decline an interview request if you are unable to participate so the reporter can find another source. As a best practice, if you’re not the right person for this topic, suggest someone who may be able to help.
  • Take time to confirm the media outlet, reporter’s name and topic of the interview before accepting an interview request. View the outlet and reporter’s work online to assess the fit with your expertise and those you serve.

Contact CALS Communications for assistance if you’re unsure how to respond.

Preparing for an Interview

  • Confirm how/when the interview will take place:
    In writing via email
    Over the phone
    Via Zoom
    In person
    On camera for TV
  • Choose two to three main points you want to make in the interview. Write them down. Practice saying them out loud.
  • Find statistics, examples or anecdotes to support your points.

If you need one-on-one coaching or preparation for an on-camera interview, reach out to CALS Communications.

During the Interview

Remember that whatever you say may be quoted. Don’t say anything, even in casual conversation before or after the interview, that you don’t want your boss to read.

  • Stop talking once you’ve made your point. Wait for another question.
  • Ask the reporter to clarify questions that are unclear, such as questions with multiple parts. “Can you repeat the question, please? I want to be sure I understand what you’re asking.”
  • Return to one of your main points if you’re asked to speak on behalf of another person or to respond to a hypothetical question or topic outside of your expertise.
    “I couldn’t speak for that person/or to that situation. What I can tell you is …”

After the Interview

  • Provide your current title and correct spelling of your name, either via email or a business card.
  • Confirm that you’re available for follow-up questions but don’t ask to review the story.
  • Offer the reporter related information in writing, either through links or other materials.

Resources

Interested in improving your communication skills? Sign up for one of University Communications regular training sessions.

 

Go to this page on the web