HomeWhat to do when media calls

What to do when the media calls

1. Ask questions. Determine the name of the publication or the network. Find out what the story is about, the reporter's angle, when the deadline is. If you do not feel qualified to address the question or are uncomfortable with the approach, say so. Suggest other angles. Refer them to the ALA Public Information Office or other sources of information.
2. Be clear about whose position you are representing -- yourself, your library or the American Library Association. You may want to check the ALA handbook for a policy statement or request fact sheets available from the Public Information Office (PIO) on a variety of topics.
3. Know your key message. What is the most important point you want the reporter to convey to the audience? Use every interview as an opportunity to deliver a key message about libraries -- and librarians. Sample key messages are available from PIO.
4. Be prepared to answer the standard "Who-What-When-Where-Why and How" questions. Have supporting facts and examples on hand. PIO has background information on a wide range of issues.
5. Beware of manipulation. Some reporters may ask leading questions, something like "Wouldn't you say...?" followed by an idea for your agreement. Make your own statement.
6. Pause before answering questions to think about what you want to say and the best way to say it. Keep your comments positive and to the point. Never repeat a negative.
7. Keep your answers simple and brief. This is even more important with broadcast media when you may have less than 20 seconds to answer. Too much information can overwhelm the reporter, the reader or the audience -- and it may keep you from being quoted.
8. Don't be afraid to admit you don't know. "I don't know" is a legitimate answer. Reporters do not want incorrect information. Tell them you'll get the information and call back.
9. Never say "No comment." "I'm sorry I can't answer that" or "I'll let you know as soon as I know" are acceptable alternatives

   General tips (all media/public speaking)

   • Know your audience -- teens, seniors (who's reading/listening/watching) and what their concerns are. Feel free to ask the reporter/producer requesting the interview.
   • Know the key message you want to give your audience. Deliver it at the first opportunity and aim to repeat it at least twice.
   • Talk -- don't "speak." Use simple language. Avoid acronyms, jargon.
   • Remember -- less is more. Limit yourself to three talking points. Keep your answers short, to the point, about 25 words or fewer (12 seconds). Let the interviewer ask questions.
   • Speak deliberately. Pause after you answer. It will make you appear more authoritative and give the interviewer time to react.
   • Anticipate what questions you're most likely to be asked and have answers.
   • Don't be afraid to ask in advance what questions you will be asked.
   • Use statistics sparingly -- people don't remember them.
   • Tell stories/use examples to illustrate key points.
   • "Listen" to your audience -- watch for the wandering eye, the bored look. Make adjustments. Change your pacing. Pause. Raise and lower your voice.
   • Deliver the message in a way that makes people feel -- not just think -- libraries are important. Let your enthusiasm show.

   Tips for . . .

   Print

   Don't let a reporter "seduce" you into saying more than you want to say. Remember that there is no such thing as "off the record." All other rules apply.

   Radio

   It's all in the voice. Use lots of expression. Highs and lows. Enthusiasm. Use simple, colorful language that paints a picture for the listener. Tell stories but keep them brief, to the point.

   Television

   How you look is as important as what you say. All of the techniques used in public speaking -- keeping an open face (eyebrows raised), maintaining good posture, using hand gestures and varying your vocal expression -- will help you appear as a credible and enthusiastic spokesperson. Props such as a book, poster or large photo can add interest.

   • Look at the interviewer--not the camera or the audience -- unless you are doing an interview by remote or the interviewer is behind the camera.
   • Practice "active listening." Look at who is speaking. The camera may still be on you.
   • Picture who your audience is and speak directly to them -- from your heart as well the mind. Use stories and examples listeners can relate to.
   • Wear more make up than you normally would. Heavier lipstick and blush will counteract the harshness of the lights and still look natural. Powder will help to minimize shine. Some stations provide professional make-up assistance for men and women.
   • Avoid harsh colors like black, navy, white, bright red. Rich colors such as bright blues, rust, wine or purple work well for most women as does charcoal gray or brown for men. Dress as you would for a business meeting. A blouse and suit with an open collar is flattering to most women.
   • Keep jewelry simple. Medium-sized earrings or a pin can help focus attention on the face. Avoid dangling earrings or necklaces that move or glitter when you talk. They will distract from what you are saying.
   • Glasses should have nonreflective lenses.

   Tips for staying in control

   • Never answer a question you don't fully understand. Say, "I'm not sure I understand the question, are you asking...?"
   • Focus the interviewer, e.g. "That's an excellent question" or, "The real issue is . . ."
   • Buy yourself time to think by saying, "That's a good question." Or, "let me think about that and come back to it."
   • "Flag" key thoughts with words and phrases like "The most important point I want to make is..." or "This issue is critical because..."
   • "Bridge" to the positive. When asked a "negative question, answer briefly without repeating any "hot" or negative words. Add a positive statement.
   Example:

   Q. Isn't it true librarians allow children to get pornography on the Internet?"
   A. Absolutely not. Our role is to help children learn to use the Internet wisely and to help guide them to all the great sites that are out there.