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How to Handle Media Interviews
The news release is a great tool, but some reporters, and some stories, will require face-to-face or telephone interviews. When there are several reporters or several types of media involved, this becomes a "press conference" or a "news conference."
Again, you need to be as well prepared as possible. Preparation, depending on how much advance notice you get, should include writing a news release, a statement or at least some written notes for referral during the interview. (Having on hand some ARRL literature or descriptive material explaining the organization you represent may help, too). A news release is also something the reporter can walk away with and use later when he's writing his story. If you have done your job well when you put it together, it will contain the points you want to make and increase the probability that the reporter will include them in his final story.
In the case of a radio or TV interview, having some notes for the interviewer may help things along. In this way, you can suggest discussion areas that are in your area of expertise. Remember, when dealing with electronic media, condense your thoughts into brief "sound bites."
Meeting The Press
When you meet with the press, you should try quickly to evaluate the reporter. How much does this person know about Amateur Radio? About the event or situation you are talking about? What is the reporter's agenda or, in other words, what preconceived notions does he bring with him to the interview? And are those correct notions? Next, listen to the questions you are asked make sure you understand them and then answer carefully and thoughtfully. Be "on point" and remember in this "factoid" age, short, concise answers are better than long-winded responses.
There are different types of questions and there are different ways of answering them. If you are lucky, the questions you get will be simple, straightforward and aimed at the right target. There are also poor questions, which are wide of the mark. In these cases, try to help the reporter turn them into intelligent, useful or constructive veins by your answers and explanations.
If you don't understand what the reporter is getting at, try something like, "As I understand it, you are asking..." and then repeat or paraphrase the question until you get it right.
Watch the reporter's "body English," eye movements and expressions for signs that your answers may not be getting through. Take a little more time and provide a little more information until you are certain your message gets there in the way you intended.
Avoid one-word answers: They make poor quotes and leave you open to the reporter's misinterpretation. He may think he's asking one question while you may be answering the one you think he's asking. Did you ever hear the one that goes...
Remember that your interviewer probably doesn't know very much about radio or about our Amateur Radio activities. You will be lucky indeed if he knows that electrons were responsible for having heated his morning muffin in the microwave oven. And, if he knew as much as you know about the situation you are discussing, there would be no need for him to talk to you at all.
Make sure you don't take off on windy and complex explanations or lapse into ham radio jargon or technical dissertations over everyone's head except another amateur's. Do try to control the direction of the interview by staying focused on the subject. You actually have a big advantage here and you should use it. After all, you know the subject; your interviewer probably does not. Because he's groping his way through unfamiliar territory, you can probably lead him pretty easily in the direction you want by your informed statements and knowledgeable replies to the questions asked.
If you mention others, be sure to have the correct spelling of their names and call signs. You can also prepare a "fact sheet" that has this information already in place.
Damage Avoidance
If you don't know the answer to a question, don't be afraid to say so. It is a lot better than to blunder into sheer guesswork or a wrong response. If it is appropriate, refer the reporter to someone who may have the answer or offer to try to get the information needed. Then, follow up with the information as soon as possible!
Whatever happens, don't "lose your cool." There is no provocation, situation or circumstance in which you can afford to be rude, arrogant or offensive in your handling of the media. They, after all, have the last word ... and it will be in print or on the air.
Do not present your own personal opinion in such a way that it might be interpreted as an official ARRL position or the position of your club or organization. Know how the policies of these organizations are formulated. When you think something you say might be interpreted that way, qualify what you say with "In my personal opinion..." or, better yet, avoid expressing them at all. If you feel yourself getting in over your head, dummy up until you can get some help or guidance from your Section Manager, Public Information Coordinator or organization leaders.
Statements critical of other persons or organizations can cause real grief, whether or not they happen to be true. They may damage hard won reputations, undo someone else's hard work and cause irreversible damage. They could even lead to a lawsuit or other such nastiness. If you feel tempted, run for the nearest exit.
If you find yourself giving credit, make sure all the organizations or individuals involved are included. Don't risk offending someone through oversight.
Expect that, no matter how good a job you have done, there will be no shortage of people ready to find fault. Just do the best job you can and develop a thick hide.
Follow Up
If you have promised to get responses to questions you deferred, be sure to follow up promptly. Remember, reporters are always fighting deadlines!
After your story appears, you may wish to leave a message for the reporter thanking him/her for their efforts.
If a feature was done in a local newspaper, a "Letter to the Editor" from your club (preferably the president) may be an appropriate touch. Such a letter could thank the paper on behalf of the many club members and community volunteers who benefited in some way from the story. Keep it brief and to the point.
