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What To Do When The Reporter Calls
Author: Alyice Edrich
When you send your press release to your local newspaper, or a national newspaper like USA Today or The New York Times, an editor assigns your story to a reporter. That reporter will validate the facts you present in your press release, then contact you to get a few quotes.
Understanding the role of a reporter can not only help you deal with his call in a professional manner, but can help you make his job easier. And making a reporter’s job easier means he will keep you on his contact list as an expert worth calling for future articles.
So what should you do when a reporter calls?
The following tips will help you make the best out of every call, while keeping your company out of trouble.
Don’t Panic
While it can be nerve racking, a reporter is just like you. Take a deep breath, say a silent prayer of thanks, and introduce yourself to the reporter. Wait for him to explain the reason for the call and ask how you can be of service.Take Notes
It may seem odd to take notes when you’re not the one writing the story, but if the reporter is asking you questions over the phone, or in person, it’s nice to have notes to refer back to incase the reporter misquotes you. It’s also a good reference tool should you be interviewed again or need to brush up on a few things you didn’t know the answer to. And don’t forget to get the reporter’s name, the publication he’s writing for, and the estimated date of publication. If you didn’t get the name the first time, don’t worry. Just say, “I’m sorry. I didn’t get your name. Can you please repeat it and then spell it for me?”Don’t Be Afraid To Decline The Interview
Before you answer any questions, ask the reporter what angle he’s taking with the story. If you disagree with the angle of the story, you have two choices: decline the interview or request that the reporter go in a different angle. The only reason you should be giving an interview is if it is going to benefit your company, product, or service. If the interview is going to show your company, it’s products, or it’s services in a negative light, you want to decline the interview.Take Time To Collect Your Thoughts
Never answer a question without first thinking about the answer. Answering a question too fast could cause you to say something you don’t want in the article. And if you don’t state your answer clearly, the reporter may not understand what you meant to say and misconstrue your response.Don’t Ramble
Reporters are busy people. Get to the point of the question as soon as possible. Not only will this allow the reporter to ask more questions, it keeps you from accidentally sharing privileged or private information.Don’t Fill In Silence
When you encounter dead silence during the interview, wait for the reporter to ask another question. Reporters often use dead silence to get things out of you that you normally wouldn’t say. While silence can be awkward, it’s best to let the reporter fill in the quiet with another question.Stay Positive
The object of gaining media coverage is to show a positive image of your company, product, or service. Making derogatory statements or speaking negative of someone or something can often lead to hearsay, gossip, and bad media attention. It could also hurt your company’s reputation or business connections.Never Say Anything Is “Off The Record”
If you don’t want the reporter to write your answer into the article, don’t say anything. While most reporters are reputable and will respect your wishes, there are some reporters who love juicy stories and will take your “off the record” comment and use it for their gain. A good rule of thumb is: assume anything you say is going to be quoted.Request Emailed Questions
If you are too shy to speak to the reporter directly, or you simply don’t have the time to answer the questions in person (or via the phone), ask the reporter to email you a set of questions.Be Honest
Never lie or make up an answer to a question you’ve been asked. If you don’t know the answer, state so. You can say, “I think I’ll pass on answering that at this time,” or “While I don’t have an immediate answer to that question, I can call you tomorrow with an accurate answer,” or you can simply say, “You know, that brings up a good point” and talk about something you do have an answer to.Rephrase Your Answer
When you answer a question in a way that makes absolutely no sense, don’t be embarrassed. Simply say, “You know, I didn’t do a good job of answer that. Let me collect my thoughts a minute and give you a clearer response. I would appreciate it if you’d strike that answer from this interview.”Keep Sources Handy
Sometimes the angle of a story could be enhanced if an outside source could be brought in and interviewed. Every business has a circle of business associates that could use a little free publicity. Before your interview, get the okay to have the reporter call if further information is necessary to complete the article. Then keep a notebook or list of those contact’s names, business names, phone numbers, email addresses, and website addresses.Share Statistics
If you’ve done your research and have information that can back up your claims or validate your point don’t be afraid to share that information with the reporter.Mention Your Product
The idea of media coverage is to get your product, service, or business noticed. When appropriate, mention your material during the interview.Cite The Facts
Whenever appropriate, cite any facts, research material, or statistics that could enhance the article and show you as the expert in your field.Share Anecdotes, Case Studies, or Stories
Share stories to help make a point or clarify an answer.Follow Up In A Timely Manner
If the reporter asks you to email, fax, snail mail, or call back with more information, make sure it is not against your company policy to do so. Once you’ve gotten the okay to share the information with the reporter, make it a priority to get that information to him no later than two days before the reporter’s deadline. Following up in a timely manner shows the reporter that you can be are not only reliable, but a valuable resource.Thank The Reporter
It’s always a good idea to thank the reporter for his time and follow up with an invitation to call back for clarification on a statement you made, or to get quotes for another article idea.
The last tip is rather simple.... if the reporter called at a bad time, simply get the reporter’s contact information and schedule a more convenient time for the interview.
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