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01. Before contacting the media, define your story clearly. If you cannot
describe it in a sentence, the media cannot describe it in a headline.
02. Swallow the humble pill. Your tone should acknowledge that the media
do not "have" to cover anything. Whatever you do - don't push. It never
works, and will spoil the relationship for the next time you call.
03. You may have the opportunity to offer photo opportunities or possible
interview subjects. Be ready to provide them if asked. In particular,
remember that reporters' telephone calls should always be returned as soon
as possible. Even if you can't help with the "emergency of the moment",
your prompt reply is appreciated.
04. In preparing yourself or others for interviews, be ready for surprises.
Even "good news" stories have possible negative aspects. If a reporter
strikes a nerve, take time to collect your thoughts. Many reporters, if
not most of the time, will not expect the fishing expedition to snag
anything. An even, measured response has the benefit of not being very
quotable, and will probably cause the subject to be dropped.
05. Do not fall for the "Mike Wallace pause" --- the uncomfortable quiet
that interview subjects feel compelled to fill with ill-advised ramblings.
Unless you break the silence, or compromise it with some form of body
language such as a nervous blink or shifting in your chair, at a certain
point audience attention shifts from your non-reaction to a question of,
"What is the reporter waiting for?" This explains why interview subjects
do not rise to the bait, the unproductive silence never makes it to the
finished television or radio interview. There is even less of a concern
with print: You can't quote quiet.
06. Rather than admitting not knowing something, tell the reporter that
you will get back to him or her. This boring "housekeeping answer" will be
cut from the finished story -- and the question along with it.
07. To reiterate point number one: "Define your headline." After your
reporter gets off the phone with you, he or she probably has to sell your
idea at an editorial meeting, with four or five reporters competing for
editorial attention. If your idea isn't immediately interesting, somebody
else at the meeting has something that is.
08. Once your headline is defined, and you are in an interview situation, repeat your main point over and over from different angles. Don't worry too much about being repetitious. Better to worry about how only a tiny clip from your interview will be used. Try to ensure that any clip chosen has a good chance of containing your main message.
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