Engaging the Media

Media Relations Guide for Community Agencies

• Doing the interview

  • Lead with the most important facts. Always give the point of the story or conclusion first, then explain the background.
  • Do not conduct an interview if you do not want to be quoted. Nothing is ever completely off the record.
  • Never say “no comment.” Instead, explain why you are not in a position to comment. Offer to call the journalist back if you can get the information. It is better to make a statement saying you have “no information at the present time.”
  • Use plain English to make sure the average reader or viewer will understand what you are saying.
  • Make sure you understand what is being asked with each question. Ask the reporter to rephrase the question, or simply say that you don't understand the question.
  • Deal directly with the questions. This gives a good impression to the audience.
  • Once you have answered the question, be quiet. (Do not let the reporter’s silence lead you into saying more.)
  • Feel free to question assumptions or biases on the part of the interviewer. If you think the angle is wrong, say so.
  • Use bridges to deflect hostile or irrelevant questions. Turn any negatives into positives by turning back to your key messages, e.g.:
        " A more important issue is…."
        " Let's look at it from the point of view of person who has difficulty reading or writing…"
        " That's not the real issue…"
        " Let's not lose sight of the underlying problem…"
        “ That used to be the case. Recently we have made significant progress…”
  • Repeat your key messages several times. The more you say something, the more likely it will be quoted or the sound bite used.
  • Always be calm, polite, and thoroughly professional.
  • For television interviews, look at the reporter, not the camera. Practice positive body language; sit forward with a natural posture, speak with conviction, do not fidget, control wandering hands, look people in the eyes and, above all, try to remain relaxed.
  • At the end of the interview, summarize your key messages to leave them fresh in the reporter’s mind.