Guidelines for When Reporters Call

All Faculty and Staff are representatives of Ventura College. When reporters call for information or interviews, each employee needs to understand how to communicate effectively and represent the institution to the best of his or her ability. Media relations at Ventura College are not only the responsibility of the Public Relations Department. On that note, the Public Relations Office is providing this guide to media communication for use by all employees.

arrow bullet symbol“Three C’s” of Effective Communication

  • Be Clear: State your purpose clearly, organize your ideas carefully, leave out everything else, and avoid jargon and acronyms.
  • Be Concise: Don’t beat around the bush! It’s frustrating for both you and the reporter when he or she can’t understand what you’re trying to say. Remember: “plain question and plain answer make the shortest road out of most perplexities.” (Mark Twain)
  • Be Correct: Know - don’t guess or assume - that the information you provide reporters is accurate. If you are not sure about something tell the reporter you will call him or her back when after you have verified the information, or refer the reporter to a source you believe will be reliable.

arrow bullet symbolGood News vs. Bad News

  • Captain Obvious says: Not every story about Ventura College or its employees that is printed in a newspaper is going to be positive. However, it is important not to make any comments that might be perceived as negative if you don’t want your name attached to those comments in the form of a quote or paraphrase.
  • If you ever find yourself in the middle of a story that sounds controversial, or one you are uncomfortable speaking with a reporter about, please call the Public Relations Office or refer the reporter to our office, 654-6462.

arrow bullet symbolDon’t Panic

  • When a reporter calls, don’t panic! Reporters are simply doing their jobs by reporting the news, they aren’t “out to get” anyone. At least, good reporters aren’t, and good editors will control the rest. Reporters are human beings, so if you’re too busy to talk, don’t want to be rushed, or need some time to get your thoughts together, ask the reporter what the story is about, ask what his or her deadline is, and tell him or her that you will call back at a mutually convenient.
  • If a reporter or camera crew shows up at your office. Remember, reporters work on deadlines, and may try to press you for quick responses. You must have time to collect your thoughts – remember the “Three C’s!”

arrow bullet symbolImportant Tips

  • Tell the truth – always and in all ways.
  • Answer reporters’ questions openly, honestly and as quickly as possible.
  • All personnel matters are confidential and may not be commented on. Ever.
  • Always return phone calls from the media. If you don’t, they may write or broadcast this. It will read: “so and so did not return our phone calls.” This makes you sound like you have something to hide. So, even if you know nothing about the story, or you are not allowed to disclose the information, call the reporter and tell him or her this. In doing so, you appear sympathetic to their need to write a story, but at the same time you distance yourself from the role of “the jerk who never returns phone calls because he or she is hiding something.”
  • Never say “no comment.” This looks like you’re trying to avoid giving a truthful answer. If there is a reason you can’t comment, explain this to the reporter.
  • Remember that everything you say to a reporter is “on the record.” If you can’t say it “on the record,” DON’T SAY IT! A reporter is not obligated to honor your request that something be “off the record.”
  • Try to answer negative questions in a positive way. If the question contains inaccurate information, correct it immediately.
  • If the reporter is hostile, be calm and polite. Don’t raise your voice. You do not need to continue the interview under adverse circumstances.
  • Do not expect to control the questions you are asked or to edit the story prior to publication.

arrow bullet symbolHow To Prepare for Interviews

  • If a reporter asks you for an in-depth interview, schedule it so you have adequate time to prepare.
  • When you set up an interview, ask the reporter what the story is about. Jot down some notes, or even a brief outline, and know the main points you want to communicate.
  • Provide the reporter with written material whenever possible. This will give him or her something to refer to.
  • Develop a good, brief explanation of your work or subject matter. Broadcast journalists, especially, have very limited time to explain a subject. All reporters appreciate neat, catchy, concise answers. Complex, long-winded answers and explanations are best avoided.
  • Remember, we are in the process of preparing an expert’s guide. The media will have access to your name, phone number and areas of expertise. Be prepared to respond to requests for information from both print and broadcast media.

arrow bullet symbolWhom to Contact for Help

The Public Relations Office, ext. 6462, is happy to assist you with any questions you may have regarding media relations.

 

Last Updated 6/11/09
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