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Media Tips for Faculty

Before the Interview

  • Respond in a timely way to the inquiry. You do not have to agree to an interview on the spot. If you need time to prepare, ask the reporter what their deadline is and propose a time to talk prior to that deadline.
  • If you need to decline but can recommend a colleague, please do so. You can also reach out to UM-Dearborn’s Communications Director for assistance finding other suitable faculty members (contact info below).
  • Do not ask for the questions in advance — reporters frown on this. It is perfectly fine to ask the reporter to give you a sense of what they will be asking so that you can prepare.
  • If you have questions about the inquiry or want assistance preparing, reach out to UM-Dearborn’s Communications Director, Kristin Palm.

During the Interview

  • If you are being interviewed by phone or Zoom/video, the reporter is required by law to tell you when you are being recorded. If you’re not certain, you should ask.
  • Begin at a basic level. Avoid academic or technical jargon. If you must use special terms, explain them.
  • Be brief! We live in the age of the sound bite. Television and radio stories may use only a 10-30 second cut. The shorter your comments, the less likely they are to be edited. Even print reporters are looking for short, snappy quotes.
  • Avoid phrases like, “As I said earlier” or “As you and I spoke about” or “As I say in my book.” These add length unnecessarily and may not make sense if the quote is cut down or quotes are used in a different order.
  • Remember, you are an expert. Observe these five C’s to success:
    • Speak with conviction in a conversational manner while retaining your composure.
    • Be confident in your expertise
    • Be colorful: Provide illustrative stories and anecdotes that help mainstream readers/viewers/listeners understand your point. Give examples.
  • Stick to your main points and do not allow yourself to get drawn too far off on tangents. Most people make the mistake of talking too much. Use bridging statements like “The issue here is . . .” or “What’s important to remember is . . .” Repeat your points if necessary to get back on track.
  • Speak in complete thoughts. The reporter’s question may be edited out and your response should stand on its own.
  • Don’t overestimate a reporter’s knowledge of your subject. When a reporter bases a question on information you believe is incorrect, do not hesitate to set the record straight. Offer background information where necessary and, when helpful, use declarative statements like “That’s false” or “Actually, the opposite is true.”
  • If you do not understand a question, ask for clarification rather than talking around it. If you do not have the answer, say so. Tell the reporter where to find the information, if possible. If you are live, use statements like “That’s not my area of expertise, but what I can tell you is . . .”
  • Never say, “No comment.” Instead, if you cannot or do not choose to answer, explain briefly. For example, “It is our policy not to discuss lawsuits currently in litigation” or “I can’t answer that because I haven’t seen the research paper you are referring to.”
  • Avoid saying things “off the record.” Reporters may or may not honor this. If you don’t want to hear it on the evening news, you had better not say it.
  • Be honest. Don’t try to conceal negative information; rather, let your interviewer know what you are doing to solve a problem.

After the Interview

  • Ask the reporter to identify you as being affiliated with the University of Michigan-Dearborn. Emphasize “Dearborn” as many outlets, even local ones, don’t always understand the distinction.
  • Don’t ask to see the story ahead of time — reporters also frown on this. If you have been discussing a complicated concept, it is also ok to offer to review the reporter’s explanation to ensure it is correct.
  • You may want to ask when a story will appear and request the reporter send you a link when it is published/posted.
  • If you feel after reflecting on an interview that you misspoke or gave incorrect information, contact the reporter as soon as possible and let them know. Similarly, you can contact the reporter with additional information if you forgot to make an important point. Email or text usually work best for this.
  • If an error appears, let the reporter know right away. Sometimes a correction can be printed or aired. You also will want to prevent the incorrect information from being used as background for future stories.
  • Give positive feedback to reporters, if merited, after a story appears. Like the rest of us, they usually hear only complaints and rarely get a call or note to say they’ve done a good job.

Tips on Broadcast Media

  • For television interviews, wear solid-color clothing. Stripes, plaids or other designs can cause problems with color TV pictures. Avoid large, jangling or reflective jewelry.
  • Look in a mirror, if possible, just before going on camera. The reporter may not tell you that your collar is folded over or your hair is out of place.
  • Choose a location where you can screen out extraneous noises. Hold your calls and turn off your computer, if possible. Avoid rooms with loud background hums from air conditioning or heating units. The Faculty Lounge in the Mardigian Library is available for use for media interviews. Reach out to Holly Sorscher to schedule.
  • Find out in advance whether the interview will be edited or live. If you agree to a live interview, be sure you are comfortable thinking on your feet, responding off the cuff and, when relevant, answering call-in questions.
  • In edited interviews, do not answer questions too quickly — pause briefly before answering. This helps the reporter get a “clean” sound bite and also gives you time to think out your answer.
  • In edited interviews, it’s OK to stop and start over again if you don’t like the way you worded your answer.
  • In a TV interview, look at the reporter and not the camera. The only exception is in a satellite interview, when the reporter or anchor may not be on location. If you’re uncertain where to look, ask.
  • Stay stationary in front of radio or TV microphones and avoid sitting in a chair that rocks or spins. Wandering around or rocking in your chair can cause the recorded volume to rise and fall.
  • Be aware of and avoid nervous habits such as pen tapping that can interfere with the interview.

Zoom/online interview tips

  • Choose a quiet room with a relatively distraction-free background. A piece of artwork, a plant, a bookshelf or other minimal decoration adds good visual contrast, just be sure things don’t look too busy. Be mindful of things like light switches and heating grates.
  • If a suitable background is not available, it is ok to use a Zoom background. Make sure it is not too busy. The Chancellor’s Pond background here is recommended. Don’t use a blurred background.
  • Choose a spot with good natural light, if possible, or good overhead lights/lamps. Place lamps behind or to the side of your computer, not behind you.
  • Check your framing prior to the interview to make sure your camera is not too high or too low.
  • Speak at a normal volume. If you do a lot of interviews, consider purchasing a professional clip-on microphone for better sound quality.
  • Check your WiFi connection prior to the interview. Use ethernet when possible to avoid the breaking up that sometimes occurs with WiFi.
  • Turn off notifications on your phone and computer to avoid distractions during the interview. Close other computer windows.
  • Observe the same clothing guidelines as for on-camera interviews (above).

More information: 

UM-Dearborn’s Communications Team can help you prepare for your interview and answer any questions you may have. Contact Kristin Palm, communications director with questions or preparation requests.

 

Adapted from Michigan News’ Tips for Working with the Media