Public relations guidelines: Talking to the media

We live in a world of 24 hour news coverage, immediate online publication and intense scrutiny of everyone in the public eye. It is important that the University of Brighton can explain what it is doing and that it can communicate its successes and plans to the media. Of course there are times when things don’t go smoothly and we must recognise that we will need to explain ourselves to the watching world. Here are some pointers to help you.

Please remember that you can always ask the Press Office for advice and that you can publicise your activities through Channel and the university’s online service.

When a journalist calls

Be courteous and friendly. But don’t be afraid to ask:

• Who they are
• Where they are phoning from
• What type of paper, journal, online publication, TV or radio programme, they write for
• Do they have a special interest, such as education or science?

Always take down their name and number and deadline

If you have not spoken to them before give your name and title and explain your position and responsibilities in the department or school. This will help to establish if you are the right person to speak to them.

You also need to consider if you want to answer. Are you ready to speak to them? Don’t be afraid to tell them that you need to call them back.

When are they planning to write the story? Journalists’ deadlines are usually very tight. Make sure that you call them back before the deadlines, even if it’s just to explain an unforeseen obstacle. A missed deadline is a missed story. Alternately, the story could still be used, but may report that you were unavailable for comment, implying indifference or defensiveness.

What is their angle? What have they read about you? Gather as much information from the journalist as you can so that you can provide the best response.

Planning your response

• What are the simple points you need to convey? Be focused and concise.
• Be prepared – anticipate the questions you may be asked and think through your replies.
• For stories you want to promote:
  • Be enthusiastic
  • Be straightforward
  • Give energetic examples of your work

• For difficult stories
  • Check the facts first
  • Be straightforward
  • Never say ‘no comment’

Calling back

• The more you talk to journalists the more confident and relaxed you will become.
• Be ready to explain the issues carefully and patiently. While reporters, particularly specialist reporters, may have a good knowledge of the background, do not assume this. Respect the fact that they know a good story and are interested in what you do. If you can, offer to send the information to them, ideally by email.
• Explain your own title and position again – make it clear in what capacity you are speaking to them.
• Don’t be afraid to rebut a summarising statement made by the journalist. If you don’t correct them, the information may be attributed to you as a quote.
• Be confident with your central argument and do reiterate the key points – don’t let the journalists put words in your mouth.
• Don’t be upset if the journalist simplifies you points. The newspapers are for the reader, not for your colleagues.
• Cultivate your press contacts. You never know when you might need them.

Useful phrases for interviews

If you get words put in your words muddled, stop and start again:
“Let me put it another way…”

You don’t have to put up with being interrupted:
"Hold on. Just let me finish….”

Don’t let the reporter switch topics:
"Before we tackle that, I need to add…”

Use quote words:
“new / exciting / bold / future / important / special / unique / best / top / effective / opportunity / commitment…”

Start with a signal:
“The real issue is…”
“The most important issue is…”
“The truth is…”
“I feel strongly that…”

With difficult questions, try:
“I don’t know, but what I do know is…”

Machine gun questions – pick the questions you want to answer or:
"You’ve asked me three questions. Which do you want me to answer?”

After inaccurate summaries, try:
“I’m sorry, but let me say it again clearly…”

If there are barbs within questions:
“Before I answer you, I must take exception to your characterisation that…”

Don’t repeat questions, even to deny:
“Isn’t it true you’ve been ignoring these complaints for months?”
Say: “We have established a system for dealing with complaints.”
Not: “We haven’t been ignoring these complaints for month.”

Have three key points in mind and stick to them, repeating them if necessary.