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University Communications

News Service: When a reporter calls

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  • What should I do if a reporter calls?
    • Obtain the reporter's name and publication or broadcast station and ask exactly how you can help.
    • Decide if you are the appropriate spokesperson. If not, refer the reporter to someone who is or to the News Service at (530) 752-1930.
    • Try to see the reporter in person rather than interviewing on the phone. Distance and deadlines frequently make this impossible, but face-to-face communication is preferable, particularly when discussing complex material that needs in-depth explanation.
    • Respect reporters' deadlines and return phone calls promptly. In most cases, reporters need a response in minutes or hours, not days or weeks.
  • What if I'm not prepared for an interview?
    • Tell the reporter you want to help but that you will need to call back in 15 minutes or so.
    • Collect your thoughts, perhaps write down some talking points you want to make and then follow through on your promise to provide an interview.
    • If you need advice or assistance, please call the News Service.
  • OK, then how can I prepare for an interview?
    • Have a message. Consider a single communications objective and two or three secondary points, regardless of the questions you are asked. Don't be afraid to repeat a point or restate it for clarity.
    • Anticipate tough questions and rehearse your answers (the News Service can assist you). If they are not the questions you would prefer to respond to, address them briefly and then move on to your communications objectives — what you want to say.
  • Why is the reporter emphasizing conflict?
    • Conflict is news; the routine is not. Reporters often frame their questions to bring out the conflict in a story. State your position in positive terms. You need not repeat negative words in the reporter's question.
  • What can I do to yield the best results?
    • Use simple language, rather than technical terms, and speak in short sentences.
    • Be brief. Newspaper reporters can take more time in their interviews and present more information than can reporters from radio and TV. Seven seconds is the average length of a TV sound bite.
    • Offer background help. Fax or e-mail reporters additional information to promote a better understanding of complex issues.
    • Be friendly, but do not be flippant or engage in forced or inappropriate humor. Assume everything you say to a reporter (even in a social situation) is "on the record" and might appear in print.
    • Avoid "no comment" answers. They suggest that you are trying to hide something. Explain why you cannot make a comment or why you are not the best person to answer the question. Suggest another source for the reporter's story.
    • Remember the audience. Audiences (particularly television viewers) are won by the attitudes of those interviewed. Be knowledgeable, sincere, compassionate and energetic.
    • Above all, be honest. And if you don't know an answer to a question, say so.
  • What if I think that the reporter didn't understand a point?
    • Ask the reporter to repeat it.
    • At the end of the interview, you could ask the reporter to tell you what part of your discussion will be used. If it is not your main point, then say so. If they didn't understand you, help clarify.
    • Encourage follow-up calls for further clarification or additional information.
  • What can I expect after the interview?
    • Do not expect a reporter to show you a story before publication. This conflicts with journalistic ethics and professionalism.
  • What if I'm misquoted?
    • If you are misquoted, contact the reporter directly, rather than an editor, and try to do so as quickly as possible. If you are not satisfied with the reporter's response, ask to speak to an editor.
    • Don't overreact, especially if the error is minor.