News/Publicity
Working with the Media
Why Talk to the Media?
- To spread the word about Viterbo University, its mission, educational offerings, events, activities, students, and more.
- To recruit students.
- To convey messages to the local community from Viterbo.
- To obtain free publicity that does not cost students.
Setting Up Interviews:
Often, setting up a media interview is as simple as picking up the telephone. Local television and radio stations often host local talk shows. They are frequently looking for guests. These shows should be booked more than a month before you want to appear. To set up interviews, contact Pat Kerrigan, pgkerrigan@viterbo.edu, 608-796-3041 or Anthony Slaby, aaslaby@viterbo.edu, 608-796-3042 of the communications and marketing staff. They will provide you with a list of stations and newspapers and may help set up interviews. Also, consider writing letters to the editor to effectively convey key messages you want the public to hear about your event or to issue a public thank you after the event is finished.
Before an Interview:
It's important to take time before your media interview to decide what key message(s) you want to convey. Have no more than three key messages. Write them down and make sure the messages are easy for others to understand. Key messages might include:
- Date, time, cost, location, contact information
- Purpose and reason for event
- Benefits of participating
- Changes/updates to the event
Is there anything unusual or controversial about your event? What might your friends and neighbors want to know? Consider the possible questions a reporter might ask and develop an appropriate and clear response.
Ask communications and marketing to review your key messages/possible responses and suggest any other items you think should be discussed.
During an Interview:
- Relax and smile.
- Speak clearly. Answer questions in simple and easily understood phrases. Reporters like colorful sentences as opposed to business terminology.
- Be positive. If a reporter asks a question you feel is negative, be sure to add a positive. For example, "You're right, we do have small raffle prizes this year; however, our incentive prizes are bigger and better than last year's."
- Never assume anything you say is "off the record." Always stay on the record with the reporter and know that anything you say might end up quoted.
- Provide the reporter with additional materials that might help them with their story (brochure, flyer, etc.).
- Unless the interview is live, you do have time to collect your thoughts. After the reporter has asked his/her question, take your time in providing a thoughtful answer.
- If you don't know the answer to their question, feel free to tell them you don't have that information but offer some other related information about the event. For example, "I'm not sure how much money we will raise this year, but this event is important and no matter how much is raised, every penny will go toward stocking local food pantries."
- Never ask to see the reporter's story before it is broadcast or published.
- Give the reporter your name and number in case they have follow-up questions.
Television Interviews:
- Due to time limits, television news coverage is not as extensive as print coverage. Story segments are generally only 1-2 minutes. That means your interview should clearly convey the key message(s) you want to send. Stay focused.
- Maintain subject-appropriate, light smile even when talking about a serious subject. This keeps you looking pleasant rather than strained.
- If you feel that you haven't given a proper answer, ask if you can restate it. The reporter wants a good story so they are generally agreeable.
- If the interview is live and you need time to formulate an answer, repeat or rephrase the reporter's question.
- Often reporters can take basic information and run it on the screen during the news segment. If the reporter doesn't offer this, ask. Provide them with a brochure or poster and circle the information that should go on the screen (date/time/location/phone number for more information).
- Visuals are always important. Be sure to do your media interview in a spot where something interesting is in the background—whether it's during a fundraiser or activity, in the courtyard, or simply where the Viterbo logo appears in the background. You may even bring a poster with you to the interview—chances are a cameraperson will want a close up of it.
- Think of the camera as "always on" and act accordingly.
- Dress conservatively. Solid colors with subdued tones are a good choice and convey themselves well on air. Avoid loud patterns. Use makeup sparingly.
- Look at the reporter, not at the camera, but remember to aim your comments to the audience.
Radio Interviews:
- Unlike TV, radio is not visual. That means what you wear is of less consequence; although, you still want to make a good impression.
- Smiling during the interview will come across in your speaking voice and make your tone sound that much more pleasing.
- Brings notes or a brochure with you that might be a resource for answering questions.
- Keep your points brief and stick to key messages.
- If the interview is live and you need time to formulate an answer, repeat or rephrase the reporter's question.
- Always assume you're "on the air." You never know when the mic is really off.
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