When the media calls, you have a shining opportunity. Do not let someone’s media credentials intimidate you or leave you at a loss for words. If you work for a nonprofit organization or association, you may not know who on your team has permission to talk to the media. It can feel stressful if you are not sure what to say or what to do next.
I get you. We all want to be the best spokesperson possible, even if we are setting up a media interview or preparing a statement for someone else on the team.
Knowing what information to collect from a media outlet will help you answer that first call with confidence. Once you collect some basic information, you’ll be well on your way to being a good partner and spokesperson for your organization.
When the Media Calls, Answer the Phone
Whether you are officially a media spokesperson for your organization or not, every time you answer the phone or receive an email, you represent the organization. I mention that to empower you from the very start of a conversation.
The great thing about a conversation is that it is a two-way street. The reporter has questions, and so do you.
These days media inquiries can arrive in a variety of ways. Traditionally, they come via a phone call. But I’ve seen them arrive via direct message on social media, text, email and even in person.
Collect a Reporter’s Contact Information
When a media outlet is in touch to discuss an issue, request a comment or book an interview, it is helpful to start by gathering complete contact information.
- Name – Verify the spelling and even pronunciation if you are unsure how to say their name. You’ll probably want to keep track of their name and title if you don’t have it on your media list.
- Outlet – Chances are you know of the media outlet they are with, but if you don’t, now is a good time to ask. Is this person reaching out from a newspaper, television station, podcast, magazine, blog or other digital outlet?
- Contact Information – Make sure you write down the best way to reach the reporter and how they would like to be contacted. If they give you a cell number, don’t automatically assume they accept texts. They might want follow-up via email or they might want you to call them back. The only way you will know is to ask the question.
Find Out a Reporter’s Deadline
Should you drop everything and respond quickly, or do you have a few hours or days to find a spokesperson for an interview and gather relevant photos? You won’t know until you ask. (Are you sensing a theme, here?) Ask a reporter what their deadline is, so you know how quickly to act.
It also gives you the space to let them know if you will be able to help them with what they need on their timeline. If they want to interview your executive director, but you know they are out of town at a conference, you might suggest an alternate staff person to fill in. Conversely the reporter may have some flexibility in their schedule and may be willing to wait.
If you are working with television news, turnaround times can be very quick. They may want to drive over to your office in the next couple of hours. Conversely a reporter at your local paper who has covered your organization for years may be working several weeks or even a month or more in advance.
Find Out Why the Reporter Is Calling
Learning a reporter’s “why” is going to help you better understand how you can help them. This is where you can sometimes influence the direction of a story or help shape a story based on the information you share or expert sources you offer.
Ask them what their focus will be for the story to learn more about what they are looking for from your organization. They can tell you more about what type of story they are doing, what they have learned so far, and where the gaps are in the story that they want to fill.
Remember to ask who else a reporter or freelancer on assignment might be interviewing for this piece, if anyone.
My colleague Anne Lasseigne Tiedt, APR, has two additional questions she always asks reporters.
“Over the years, I’ve learned that I can help shape a story and better prepare spokespeople if I ask two simple questions. Who else are you interviewing for this piece? What made you decide to cover this story or trend?,” says Lasseigne Tiedt.
When thinking about how to respond to media interview requests, she goes on to say that asking smart questions will give you insights into knowing whether you’re part of a feature story, round-up or brief mention. The second question she poses might help you find out more about the reporter or editor’s motivations, enthusiasm or knowledge on the subject at hand.
Common Media Requests Nonprofits and Associations Receive
A news round-up piece involves interviewing multiple people to get their opinions or thoughts on a specific topic. If there are multiple people in line to be interviewed, it pays to respond quickly if you can in that situation. Also know that sometimes comments you share may or may not be included in the final story because of word count or short air times.
If it is a profile piece featuring a new board member, you can recommend other influential people, such as your CEO, who should be interviewed to give additional perspective on their impact.
Consider Carefully Interviews of Children and Teens
If you are working with a nonprofit that serves children and a reporter wants to talk to a minor that can be made possible with advance planning. You should seek permission from parents and allot sufficient time to prepare them for the interview.
Staff the interview with them if at all possible, inviting their parents or guardians to listen in or participate, as schedules allow. There are a number of issues to think about before setting up an interview for children and teens.
Describe the Resources You Can Share When the Media Calls
Depending on what type of story a reporter is working on, you have a number of resources you may be able to share. If it makes sense, it’s nearly always appropriate to consider offering a visual. Don’t underestimate the impact visuals will have on the final story.
Here’s resources you may be able to share:
- a written statement.
- a written response to questions submitted in advance.
- an expert source for an in-person or virtual interview who can speak to an industry trend, new piece of research, your organization’s mission or another topic.
- photos with newsy captions or cutlines.
- video aka b-roll video (either produced or shot informally with a smartphone).
- a prop if your organization sells a product that is relevant to the story.
- an invitation to attend a fundraiser, conference or event, so they can report on it.
Depending on the deadline, you may share one or more of these items the next time you communicate with the reporter.
Need Advice the Next Time a Reporter Calls?
Working with reporters and writers on assignment is a fantastic way to tell your organization’s story and good news. Knowing what to ask when that first contact comes in is the first step in the process. Once you open that dialogue, you’ll soon find that you have the information you need to share your organization’s news confidently and get the story and earned media you want.
If you’re not sure how to leverage your organization’s story, hiring a public relations professional can help. In addition to fielding media inquiries on your behalf and setting a larger strategy, we can help you get your organization’s spokespeople ready to talk to the media. Contact me to learn more.
Photo source: Canva.com/GradyReese
