What makes a good interview?

1. Engaging content

2. Relevance to daily lives of listeners/viewers/readers

3. Timely subject manner

What you should know about reporters

1. Media people don’t have an in-depth knowledge of your subject area, and you shouldn’t expect them to.

2. Reporters want to know what’s new, what’s changed since yesterday?

3. Journalists need to convey the relevance of your research to reader’s lives. They are looking for the “so-what?” factor.

4. Could your research change the way people think, act or interact?

5. What are the possible outcomes of your research?

6. Offer context and background.

7. Be prepared to answer very basic questions. Explain at the level you would to a friend or relative who has little or no prior understanding of your work.

8. Reporters are often on tight deadlines. If you choose to work with them, you will need to accommodate their schedules.

9. Media love the personal and personality angles in research. How did you become interested in this subject? What inspires you? Are you personally affected by the subject you are studying?

How to avoid being misquoted, quoted out of context, or ‘burned’

1. Be prepared going into the interview. Think about the questions they will likely ask. Don’t be afraid to ask them ahead of time what kinds of questions they would like to ask? Feel free to ask about their story ahead of time, before you consent to interview.

2. Work with your faculty communicator/media relations team. They are experts. Ask them to conduct mock interviews, media training and practice.

3. Understand and accept that different interpretations are possible. At the end of the interview, or complex response, ask them if they understood what you said. Ask: “Did I make myself clear?”

4. There really is no such thing as off-the-record. If you don’t want to be quoted saying it, don’t say it. The reporter may not have agreed; different definitions. How solid is your relationship?

5. Let the reporter fill in the dead air. It’s not your job to fill it, and doing so might be a bad idea.

Broadcast media

1. Stories range from 60 seconds to two minutes. You won’t have all that air time.

2. Keep it succinct – A soundbite equals seven seconds, or about 20 words. Good clips are crisp, colourful and punchy. Use examples and analogies from everyday life. Be lively!

3. Make eye-contact with the reporter and behave as if it is a natural conversation. Don’t look directly into the camera unless asked.

4. There’s nothing wrong with saying: “I didn’t like how I answered that, I’d like to try again.”

5. Reporters need a visual – What visually represents your research? Classrooms? Laboratories? Field sites? Backdrops? Be prepared to work in front of the camera after the interview to provide background visuals for the story (also known as “b-roll”) Include colleagues in background visuals, when appropriate.

What to do when a reporter calls?

1. Feel free to refer them on to your faculty communicator or to the U of C Media Relations office: 220-4756.

2. Or, if you are comfortable …. ask these questions

Name of reporter
Publication or station
Phone number
What’s the story? What is their angle?
What is the deadline?
Details around preferred interview
What kinds of questions do they want to ask
Who else are they talking to for the story?
When will the story run?

3. Feel free to tell them you’ll call back. Take 10 minutes to prepare. Write down your Key Messages (3 maximum) and think about the push back questions.

When to think twice about talking to the media?

Is this “crisis communications”? – ie. Harm to faculty reputation, university reputation, injury, death, controversy? If so, you may not be the right spokesperson. Talk to your faculty communicator or U of C Media Relations office: 220-4756.

The Bridge – and how it can be your best friend

The Bridge is a valuable tool to move into your messages from the interviewer’s questions – or away from something you aren’t comfortable with.

Bridging phrases include:
“There is a more important issue here... "
"One thing your listeners/readers might be interested in is…"
"The real question is...”

When things aren’t going well

Five-second media training:
You can always say more; you can never say less.
Never answer questions you feel unqualified to answer.