If you need advice

Feel free to answer questions if the reporter’s topic falls within your area of expertise. If the reporter is calling about sensitive issues, however, it may be best to refer him or her to the Communications office. Take the reporter’s name, phone number, e-mail address and affiliation, and contact one of the media relations officers in Communications who will contact the reporter:

Grady Semmens Research Communications Officer 403-220-7722 gsemmens@ucalgary.ca

James Stevenson Senior Communications Manager 403-210-6308 jlsteve@ucalgary.ca

Meghan Sired Media Relations Advisor 403-220-4756 mssired@ucalgary.ca

Working with the media

You are encouraged to cooperate with the media — publicity is a vital means of building awareness and support for the University of Calgary among stakeholders and the public. As well, the media will play an important role in building understanding and appreciation of the work being done by the U of C among key stakeholders.

Media coverage can raise the profile of scholars, boost their grant support, and even speed the pace of scientific discovery. Publicity has also resulted in new collaborations and private-sector funding.

Reporters work against tight deadlines. They sometimes have an inadequate understanding of the story they are covering, and they occasionally make mistakes. Like you, they’re human beings doing a difficult job under often-trying circumstances. You can help by returning phone calls promptly, by giving expert comment when asked, asking if they need clarification, and by being friendly and courteous when members of the media come calling. The more cooperative you are, the more you will earn their respect.

When a reporter calls

You have the right to decline if you feel the request for an interview is unreasonable (such a request might involve an impossible or conflicting time commitment, travel to remote locations on a moment’s notice, asking for comment on a subject outside your area of expertise, and so on). Don’t avoid the media, however. It’s better to be open and frank about your refusal than to be unreachable. If you’ve been caught off guard but still want to cooperate, it’s okay to stall for time. Say it is inconvenient right now, and set up another time to talk. If your time is limited, say so prior to the interview. Feel free to query the reporter about the kinds of questions you will be asked. Use the interim time to prepare for the interview.

Preparing for the interview

First, get the reporter’s name and affiliation. If the request is reasonable, cooperate fully. Consider the topic carefully and collect your material. Then define the three most important points you wish to get across. (You may wish to make fewer than three key points, but more than three is probably too much information for people to process and remember.) Anticipate difficult questions including those you least want to be asked and develop answers that clearly express your three key points.

Answering questions

Avoid long-winded explanations. Be clear, concise, simple and direct. Rely on facts and figures rather than vague generalizations. You are the primary source - you may refer the journalist to additional background material, but do your best to explain the subject in simple terms first.

Technical language should be avoided. If the reporter looks confused, explain it again in a different way. Ask the reporter if they understand. Formulate your responses for the general public - your real audience.

Don’t let reporters put words in your mouth. Listen carefully before agreeing when a reporter says, “So, in other words….”. Take the time to correct false or misleading impressions, and use the opportunity to restate your original three points.

Remain calm and pleasant, especially when faced with a rare hostile interviewer (or even one who is just confused).

Do not make ‘off-the-record’ comments. Nothing is truly off the record in today’s world.

With breaking news stories, you may be called upon for comment by a number of media outlets. If you speak to one, you have an obligation to speak to all reporters who call on that topic. Playing favourites can lead to negative media relationships for both you and the U of C.

However, if a reporter calls you first and there is an agreement that he or she is working on an exclusive story, you have an obligation not to reveal that information to other media outlets.

Tell the truth. If you don’t know the answer, say so. Do not guess.

Never say, “No comment.” Instead, say "I can't speculate on that matter," or “I would really like to answer that but I’m not able to because ……e.g. I don’t have that information”, or “ I cannot speak about confidential matters until I consult with a number of colleagues”, or “I’m not able to talk about that at this time, however, I can tell you about …. “ (then deliver your key messages again).

If at first you are unsure about how to respond, ask the reporter to repeat the question. This gives you time to reframe the question and to formulate your response.

Normally, you will only be expected to comment on matters within your field of expertise. If the questioning begins to stray, gently remind the reporter of your subject area. Refer the reporter to other sources, for example, External Relations. If the line of questioning persists, politely end the interview.

Ask the reporter a question or two as you near the end of the interview. Use the responses to help gauge the reporter’s level of understanding. If you are still unsure, offer to follow up by faxing a printed document outlining your main points and any background statistics, etc.

Electronic versus print

Television needs visuals, radio requires sound. Be sensitive to these requirements when selecting an interview location. Be aware of background noises that might interfere, such as air conditioning or conversation.

Reporters in radio and television news can report only the bare essentials of the story. When dealing with broadcast media be brief and expect your responses to be heavily edited. Avoid time- consuming details, rambling explanations and complicated answers. Use short words in short sentences. If possible reduce your three key points to one and repeat it several times in several different ways.

Most quotes in a broadcast news story are less than 30 seconds long. Ten-second responses are best. Develop the art of the 10-or 15-second sound bite - a succinct statement that encapsulates what you want to say in an entertaining manner. This may seem superficial, however it is simply the best method to communicate to a large, diverse audience.

Dress conservatively, like you would on any normal day. Be aware of body language. Don’t slouch or fidget, and clasp your hands in your lap. Lean forward. Look directly at the interviewer, not the camera.

After the interview

Do not ask to see the story before it appears — editors almost never let reporters show their stories to their sources. Instead, ask the reporter to contact you to clarify any information.

If complicated scientific or technical data are involved, you might suggest the reporter check with you for accuracy. But bear in mind that reporters are under no obligation to show you their story prior to publication.

Offer to answer any questions that may arise later. Do follow up if you promised to check on a fact or figure. If the reporter calls back, be accessible.

Recourse

Mistakes happen, but many times they can be resolved through a phone call to the reporter. Or, call the U of C's media relations staff, and they will contact the reporter for you.

It very rarely happens, but if you feel serious damage has been done to your credibility or reputation, an apology or correction may be in order. Talk to the reporter’s editor or, for broadcast media, news director. Explain the problem or misunderstanding and ask for a correction.

If that fails in the print medium, a letter to the editor is the most common recourse. The letter must be sent within a couple of days after the original item and should not be too long (200-300 words).

Remember that, by far, most media coverage of the U of C and its people is highly positive. Take a few minutes to prepare your main points before the interview and enjoy your time 'in the spotlight'. Working with the media can be a highly valuable experience.