607-777-2174

Why work with the news media?

The public's perception of Binghamton University is influenced by news coverage of the campus. Talking to the media is talking to the public. In the public's mind, news is often more believable or credible than advertising. Media coverage is an effective way to help inform people about the University's aspirations and accomplishments, thereby fostering understanding and support for the campus.

What to do when you receive a call from a reporter?

- Return the phone call promptly. In many cases, reporters need a response in minutes, not hours or days.

- Obtain the reporter's name and publication or broadcast station and his or her phone number. Ask:

- What is the story about?

- How you can help?

- What is the deadline?

- Determine if you the appropriate spokesperson. If not, refer the reporter to University Communications and Marketing (7-2174).

- If possible, meet with the reporter in person instead of answering questions 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.

BACK TO TOP

- If you feel unprepared when a reporter calls, tell the reporter you will call back shortly. Collect your thoughts and then return the call. If you want to consult with University Communications and Marketing in the interim, call 7-2174.

- Prepare for the interview. Anticipate difficult questions and rehearse your answers. University Communications and Marketing is experienced in preparing talking points and rehearsing responses and is available to help.

- If you are asked questions that you do not wish to respond to, address them briefly and segue to what you want to say.

- Have a message. Prepare a single main point and two or three secondary points that you can reinforce throughout the interview, regardless of the questions you're asked.

- State your position in positive terms. Don't repeat any negative words from the reporter's question or fan controversy.

- Keep your responses simple and brief so there is less chance of being misquoted. Avoid technical terms or jargon.

- Be friendly, but don't be lulled into flippancy or forced humor.

- Understand that there is no such thing as 'off the record.' Assume everything you say to a reporter, even in a social situation, may appear in print.

- Remember that everything said within earshot is game for a story. The moment a microphone is attached to your lapel or clothing, assume it is recording.

- Don't accept a reporter's facts or characterizations of others.

- Don't answer hypothetical questions.

- Avoid 'no comment' answers. They suggest that you are trying to hide something or evade the question. Instead, try to explain why you cannot make a comment.

- Remember that audiences -- particularly television viewers -- are won over by the attitudes of those interviewed. Be knowledgeable, sincere, compassionate and energetic.

- Above all, be honest. The truth may hurt, but lies are deadly. If you don't know an answer to a question, say so.

- Don't expect a reporter to show you a story before it is published; it conflicts with journalistic ethics and professionalism. If you fear a point has not been understood, ask the reporter to repeat it. Encourage a follow-up phone call for further clarification or additional information if necessary. If you're still concerned, ask the reporter to read you only your quotes once the story has been written.

- If you're misquoted, try to contact the reporter rather than the editor, but don't overreact, especially if the error is minor or not quite the choice of words you would have used.

BACK TO TOP

Television Interview Tips

- Take time to look in the mirror. You don't want to distract viewers with a crooked tie so they miss hearing your message.

- Dark clothes look best on TV. Blue shirts look better than white. Avoid checkered shirts.

- Remember you are representing the University. Don't wear clothes with the insignia of another organization or university.

- Note whether the backdrop is appropriate.

- Talk with the reporter about the interview before it starts. Find out what questions will be asked so you can prepare your responses.

- If possible, sit instead of stand.

- Look at the reporter, not at the camera.

- Talk clearly in short phrases. Try not to talk too fast.

- Don't repeat a reporter's negative terms or phrasing.

- You are not obligated to respond to a negative question.

- If you are asked to "chat" while the cameraman shoots "B" roll -- non-interview footage, cutaway shots, etc. -- be sure your body language and comments are appropriate.

BACK TO TOP

BINGHAMTON UNIVERSITY
State University of New York | PO Box 6000 | Binghamton, NY 13902-6000
(607) 777-2000 Last revised 2/08