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When you're talking with a reporter:
- Identify in your mind two or three points you wish to make during the interview, even if the reporter doesn't ask you about them. Keep making these points, even though you may feel silly repeating yourself!
- Take your time during the conversation and keep your answers brief -- short answers are more likely to be quoted than long ones. Think in "sound bites."
- Always frame your answers in a positive manner.
- Avoid jargon - explain in layman's terms. Explain complex programs in human terms.
- Avoid acronyms, but if you use them, explain them thoroughly.
- Know where your "warts" are, and prepare for the tough questions ahead of time.
- Be prepared! Use notes if you have to but do not "read" from them.
- Use specific examples - how your program is making a difference. Include statistics.
- Admit a mistake, but provide examples of how you are working to correct the mistake/problem and ensure it doesn't happen again.
- Always remember -- there's no such thing as "off the record."
- Don't be afraid to say "I don't know" -- but always get back to the reporter with the information you promise.
- A picture says a thousand words. Often the best approach is to offer a photo opportunity to a publication because it tells your story just as well as a lengthy news article. Think "graphically."
- Get to know your local reporters and editors. It may take time before you see your relationship yield results, but it will help you and the reporter in the long run.
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Materials used with permission from: North Carolina Partnership for Children 1100 Wake Forest Road Raleigh, NC 27604 ph: 919.821.7999 www.ncsmartstart.org |