When a reporter calls: 6 tips
Communicating information to the media requires a good strategy and an understanding of what the media expects from you. Here are six tips to help you be prepared when a reporter calls:
1. Call back promptly. Last week someone I know got a request from an editor and replied with an email that he would “send his response by the end of the week.” If there’s a reason for a delay, let the reporter know. Otherwise, prepare your response and get back to the reporter immediately.
2. Ask what information the reporter is seeking and what information he or she has already obtained. This will help you respond fully without sending more than what is needed.
3. Determine whether you’re the most knowledgeable/responsible person to speak on the subject. If you’re not, help the journalist get to the right person.
4. Clarify exactly how the info will be used if possible: does the reporter need a simple quote, or does he/she need background information for a large article?
5. If the reporter wants to conduct an interview with you, take the time to prepare yourself beforehand. Call the reporter back immediately and schedule a time for the interview that allows you some time to compose your thoughts.
6. Find out the reporter’s deadline and give them as much time as possible before the deadline to prepare their story.
