Champions Fax Archive

How To Prepare For a Media Interview
Volume 3, Number 26, December 28, 1998

When there is a disaster or crisis, you can be certain secular media will be reporting on the scene. These tips are designed to help church champions prepare for a media interview, particularly when responding to a negative or emotionally difficult topic.

Before You Do a Media Interview, Review These 10 Quick Tips:

1. Contact a professional that understands media relations.
If your organization has a communicator, seek their council. They will know the best way to deal with reporters in an interview.

2. Talk to the Media.
If a spokesperson from your organization does not give the media an interview, someone else will -- and he or she may give the reporter incorrect or biased information!

3. Prepare for the Interview.
Before going on camera or talking to a reporter, take at least 30 minutes to write down three or four points you want to make during the interview. These will be your agenda points. Remember, the reporter already has his/her agenda! Make all your agenda points before the interview is over. If you don't have time to memorize the agenda points, take a copy of your agenda points into the interview with you as a reference.

4. Never Make Comments "Off the Record."
An interview begins when the reporter drives up and ends when he or she leaves your property. Anything you say to a reporter either "on" or "off the record" is fair game for tomorrow's headlines.

5. Never Say "No Comment."
Take these words out of your vocabulary when talking to the media. "No comment" implies guilt, even if you are not guilty. Always give a comment on some aspect of the reporter's questions.

6. Be Responsive to the Media.
The media is always under a deadline. Return their calls immediately. If you can't give them information or a statement, let them know what time you or a spokesperson will have the information ready for them.

7. Tell the Truth.
Don't exaggerate or make up facts. If you don't know the answer to a question, tell the reporter, "I don't know."

8. Verbalize your compassion for the victims or persons involved in the crisis or disaster during the media interview.

9. Don't Use Jargon or Acronyms in a Media Interview.

10. Assign One Person to be the Spokesperson to the Media.
All phone or in-person inquiries from the media should be routinely channeled through the spokesperson. Having one person communicate with the media prevents incorrect information from being reported.

Shannon W. Martin is Director of Communications for the United Methodist Church Texas Conference (Region) and works with the media on a regular basis. Martin has been a public relations counselor for over 10 years and lives in Houston with her husband David. Contact Shannon at the United Methodist Church Texas Conference Communications Department at 713-521-9383.

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