Reporters/interviews

What to do when a reporter calls

The following are some general guidelines to help you get ready for and respond to a reporter’s questions.

Gather basic details.
Write down the reporter’s name, media outlet, phone number and story deadline.
Ask what the story will be about and how the interview will be used.
If TV or radio reporter is calling, inquire about the interview format (live, taped, etc.).
If you’re the appropriate expert but aren’t prepared to talk, set a later time, but respect the reporter’s deadline. Even 15 minutes will help you get ready.
If you’re not the best expert, refer the reporter to someone who is, or contact the News & Marketing department.
Contact the News & Marketing department at 608.785.8572 and let us know about the inquiry and the actions taken.

Take a few minutes to write down the brief message(s) you want to convey.
- Avoid technical jargon and acronyms; use lay terms.
- Make sure your points are clear and succinct.
- Be ready to support your message with a few examples and facts.
- Keep in mind what the public needs to know, and how the topic affects people’s lives.
- Anticipate tough questions the reporter might ask.
Practice delivering your message(s).
- Offer brief background on the subject at hand if the reporter seems to need it.
- Assume everything you say is on the record, from the time you meet or talk with the reporter until he or she leaves the room or hangs up.
- Speak with authority and energy, particularly for TV or radio interviews.
- State your position in positive terms, even if a reporter’s questions turn negative or sound loaded.
If the reporter’s questions veer off track, politely steer the interview back to your message(s).
If you’re not sure the reporter understood your main points, ask them if he or she understood and rephrase your response if necessary.
Broadcast media need prior permission to film inside buildings on campus or to film anyone who would easily be identified on TV. For more information, contact the News & Marketing department.
If the interview will be on screen, dress in clothing without small patterns.