Crisis communications:
Interview preparation strategies

Before meeting with a reporter

Think about your message

What are the key points you would like the reporter to understand by the end of your conversation with him or her?

Put key points in writing

You will NOT read from them during an interview, but you should use them to help you focus your responses to support those points.

Practice answering tough questions

Call the News Bureau at 333-1085 or the Public Affairs at 333-5010 and ask for a mock interview. A group of seasoned journalists will meet with you to help you run through many of the questions reporters are likely to ask.

If you are serving as the spokesperson for a story that involves unpleasant news, make sure to explain what's being done to prevent that type of problem from happening again.

Spend a minute on grooming

Make sure your hair is combed, that your tie has no ketchup stains, and so on, to keep distractions to a minimum.

Choose an appropriate location for the interview

Find a place that is relatively quiet and well-lit, if possible. Think about how the space will look to the reporter. Choose a location that enhances your message, or at least a location that does not conflict with your message. An obvious example would be talking about efforts to curb student drinking while seated at your desk with a bottle of wine that had been given to you as a gift.

When the reporter arrives

Stay on message

Answer the reporter's questions using information you want in the story. In other words, think about how the questions relate to your points and answer them accordingly.

Ask questions

Listen and ask follow-ups. It is absolutely appropriate for you to ensure that the reporter understands the story, so don't be shy about asking him or her if the information you've given is clear. Clarify the story for the reporter, rather than simply answering his or her questions.

If the reporter asks a question you can't answer, don't fake it

Volunteer to find the answer and follow up with additional information.

Tell the truth

This one is self-explanatory.

Don't talk to a reporter unless you're comfortable in the role of spokesperson

You may request that campus spokespersons Jeff Unger and Robin Kaler handle interviews, if you prefer.

Alert your unit's Chief Communications Officer about potential news stories that could have negative ramifications

If the story involves faculty, please alert Ruth Watkins.

Offer to answer additional questions as the reporter is writing the story

Know the reporter's deadline and provide the best possible contact information for that time frame.

Housekeeping:

• Sit up straight
• If you're wearing a jacket, sit on the tail to keep the shoulders and collar from 'hiking up'
• Don't sway in your chair, drum your fingers, tap a pencil, or make other noises, especially if you are talking with a television or radio reporter
• Look at the reporter, not the camera 

After the reporter leaves

• Follow up with additional information as promised
• If you feel uncomfortable about the outcome of the interview, call Public Affairs at 333-5010 to discuss the situation