When a reporter calls...

• Find out his or her name, what media outlet he or she represents, the nature of the story and the deadline.
• Contact the Communications Director as soon as possible. He will gather relevant information, develop talking points (if needed) and assign the interview to the right person within the library. (See MCL Media Policies & Procedures for more information.)
• Take time to be prepared. If a reporter wants to interview you immediately, it's OK to say "Let me call you back" and to think about what you want to say before you start the interview. (Be sure to call back at the agreed time.) 

Deliver key messages

• Think in threes: what are the three messages you want to make sure that the reporter hears and understands? If the Communications Director has not provided you with talking points, define the three key messages before you are interviewed and emphasize them throughout.
• Use stories, personal experiences and homespun analogies to illustrate your key points.
• Stay on message. It's OK to repeat yourself.  
• Be clear and concise in your answers - be quotable! TV and radio reporters are looking for short soundbites that quickly deliver a message.

Know library policies and be prepared to defend them

• When you are being interviewed, remember that reporters don't distinguish between your personal opinion and the library's policies - and neither will the public. When you speak, you speak for the library.
• Don't guess or speculate. If you don't know something, it's fine to say, "I don't have the answer to that question, but I can get back to you about it."
• Remember, there's no such thing as "off the record."

Be open, helpful and positive

• Remember that most reporters are generalists. Be prepared to provide background information.
• Establish rapport - and treat reporters as professionals, not enemies or friends. Be relaxed but don't lose your guard.
• Avoid library jargon. Use simple language that non-library folks can understand.
• Be positive. Speak with animation and with a smile in your voice (and on your face!).

Things to avoid

• Never answer a question you don't fully understand. Ask for clarification.
• Don't restate inaccuracies or negative statements. When necessary, reframe or put them in neutral terms.
• Beware of casual asides after the camera stops rolling. The reporter is always listening!
• Don't say "No comment." Possible other responses: "I'm sorry, I can't answer that." "There are no additional details available at this time." "That's a good question. When the information becomes available, I'll be sure to contact you."

Tips for keeping your cool 

• If you get asked a tough question, pause and think before you answer.
• Don't be afraid of silence. Once you've answered a question, stop talking and wait for the next one. 
• It's OK to make a mistake. If what's coming out of your mouth is taking a wrong turn, say, "I'm sorry, I haven't answered your question very well.  Let me back up." Then start again.
• You don't have to answer the question asked. Instead, give the information YOU want to communicate. (See below)

Three techniques that you can use to control the flow of information during an interview

• Bridging transitions from a question you have been asked to a question that you would have rather been asked.  Example:  "Another question I'm often asked is..." or "The real issue is..."
• Flagging uses phrases that make the main points of your message stand out. Example: "The most important point to remember should be..."
• Hooking sets the stage for the reporter to hear a number of important points you want to make. Example: "There are three things to keep in mind. The first is..."

When it's over...

• Thank the reporter for his or her interest in the library.
• Let the Communications Director know how it went and whether any follow up is desirable. 
• Congratulate yourself for exhibiting grace under pressure - and for helping more people understand what's happening at the library.