For UB Faculty

When Media Call

Tips on working with reporters

We work closely with reporters from the local, regional and national media, responding to their inquiries and encouraging them to write or broadcast stories that are about UB and/or quote UB administrators, faculty, staff and students.

In many instances, reporters are referred by News Services to individuals at UB whose expertise or viewpoint meets a reporter's needs. In some cases, you may be alerted by our staff that a reporter will be calling; other times a reporter may contact you directly. Reporters with the Buffalo-area news media often call faculty, staff and students without News Services' knowledge.

The following guidelines will help you to respond when you are called by a reporter.

• When a reporter calls, make sure you have his or her name and media affiliation. If the purpose of the call is not clear to you, ask the reporter to clarify what the story is about and what information is being sought from you.
• It is important to recognize that reporters work under tight deadlines and that you will not be able to influence a story once a deadline has passed. That does not mean, however, that you have to grant an immediate interview when a reporter contacts you. If you need time to collect your thoughts, ask the reporter what his or her deadline is and tell him or her that you will call back before the deadline and then do so.
• If a reporter leaves a message for you to call him or her and you are not comfortable doing so, a News Services' editor (link to contact information) will be glad to call the reporter for you and find out what information he or she is seeking. News Services' telephone number is 645-2626.
• You are under no obligation to answer a reporter's questions. If you are uneasy with a reporter's query, particularly if a reporter is asking about a situation that is potentially controversial, call News Services and we will advise you about dealing with the reporter. In some cases, we may recommend that a university spokesman speak to the media instead of you regarding a sensitive matter.
• If you are aware of a situation or incident that will reflect poorly on the university if reported in the media, call a member of News Services' professional staff with information. Do not volunteer this information to the news media.
• News Services staffers know most reporters and editors in the Buffalo media personally. If you have an interview scheduled with, or receive a call from, a reporter with whom you are not familiar, call us. We can provide you with background about the reporter and his or her work.
• Mention UB in your remarks, and ask your interviewer to properly identify your affiliation with UB. By the way, we prefer that our institution be referred to as "University at Buffalo" in the first reference with all media and "UB" in subsequent references. Do not refer to the university as "SUNY Buffalo."
• Think before you speak. People often ramble, or say something they wish they hadn't, if they jump right in. Take a moment to consider what you really want to say when asked questions by a reporter.
• In an interview, anticipate a reporter's questions and develop answers that clearly state the key ideas that you want to get across. It's best to try to make only one or two points. Say the same thing several times using different words. This is especially true if you are talking for broadcast. No matter how the tape is edited, you will have made your point.
• Speak slowly, in short, concise sentences. Most reporters, especially those working for the broadcast media, are generalists. Avoid using jargon. State your position in simple, easy-to-understand language. Use everyday examples and analogies, when appropriate. Be brief. Remember that you are speaking to the public through the reporter.
• Don't assume a conversation, or a particular comment or observation, is "off the record" just because you say it is. People frequently will insert a "this is off the record, OK," into a conversation and then just continue talking. Nothing is "off the record" unless a reporter agrees to it. The best practice is to not make comments off the record. If you don't want a statement quoted, don't make it.
• Radio reporters may ask to tape an interview over the telephone. This is a common practice used to obtain "sound bites," and the reporter should inform you of the taping before it begins.
• Never lie to a reporter. If you don't know the answer, say so. If you can't answer a question, say so. A lie or a bad guess will come back to haunt you. You will lose all credibility with that reporter, and very likely the reporter will share the experience with his or her colleagues.
• Never talk down to a reporter. While they may be generalists, they are intelligent. Arrogance will get you nowhere and will come across to the audience once a story is printed or broadcast. An "attitude" may, in fact, turn a routine interview into a confrontation. Never argue with a reporter, no matter how antagonistic he or she may be. You can politely terminate a confrontational interview that is making you angry. If you should have such an interview, please notify News Services so that we can make note of it and the reporter involved.
• Remember that "no comment" may be the worst response you can give to a reporter when asked a question. Such a response insinuates "guilt." Better to say something like "I am not permitted to discuss this because it is a personnel matter." Better yet, refer the reporter to News Services and we will handle the situation for you.

Additional Tips for TV Interviews:

• When dressing for television, color is fine, but tone it down. Vertical lines, subdued colors and simple jewelry lend authority and seriousness to your remarks. Save that bright plaid jacket for the beach or golf course! Wear clothing that fits. Women should be wary of short skirts, Men should avoid short socks.
• You have a right to ask a reporter ahead of time what material will be covered in a televised interview and to inform him or her what areas you will or will not comment on. If a reporter refuses to provide this information, you can always decline the interview. If a reporter says he or she will not ask questions on a topic and then does so on the air, please let News Services know immediately.
• Sit up straight. If you wear a suit coat or jacket, sit on the tail to prevent it from "riding up" on your neck.
• Watch your body language on TV. Television reporters routinely shake their head during an interview, as if nodding in agreement with the speaker. This can be hypnotic if you are being interviewed, and you may start nodding your head. You may be saying "no," but your head may be saying "yes."
• Keep yourself focused on the interview. Avoid getting too "cozy" with the interviewer or the setting. Some of the most embarrassing mistakes in TV interviews occur not because of tough questions, but because the speaker loses his or her focus and begins to babble.
• Be on time. Unlike an interview with a print reporter, you can't call back later when it comes to an interview with the electronic media.
• If possible, speak with the interviewer before going on camera to make sure that you both have the expectations of the material to be discussed. It may help if you can provide the interviewer with a brief paragraph outlining the subject in question and your viewpoints about it. News Services can help you prepare such a paragraph.