Engaging the Media

Media Relations Guide for Community Agencies

When the reporter calls: negotiating the interview

A reporter may call to set up an interview, or to get a quick comment. It is important to understand the reporter’s focus before replying. You may want to ask some of the following questions.

  • What is the theme of the story? What subjects will be covered?
  • Whom would they like to interview and why? Will the interviewer be interested in the views of the organization, your views, or the views of the literacy sector?
  • Try to find out the interviewer’s “angle”. Will the interviewer seek factual information about a specific event or general information?
  • Who else is being interviewed in the story? (i.e. other organizations or critics)
  • What is the print/air date and time? Are they going to print/air the whole interview or only extract clips?
  • What is the journalist’s deadline?
  • Is the interview live or taped?
  • If it is live radio? Will someone else be on the air with you and the host?

A reporter may ask for your statement over the telephone. Avoid conducting the interview on the first call. Unless it is a routine interview, offer to collect the information and call them back. It is essential that you organize your thoughts and prepare your key messages.

Be businesslike. Return calls promptly. Be accurate and factual. Know and understand the reporter’s deadlines.