Responding to Media Requests

I recently received an email from a friend who had been approached by a local print reporter and wanted to know how to handle the interview request. The journalist asked for details of a private business partnership that my friend was involved in that had dissolved more than six months ago. Not exactly breaking news but this was definitely a chance for my friend to tell his side of the story while relaying accurate information that could enhance his current business pursuits.

Several questions were on the table:
· Should the interview be granted?
· If so, what should be said?
· Could the journalist and the news organization be trusted to report the story fairly and accurately?

Let’s take the last one first. There is always a risk but most news organizations are professional and usually don’t set out to do a hatchet job. This local outfit has a point of view but the reporters can be trusted so the answer was yes.

The first question is the toughest. I always advise clients to promptly respond to a reporter’s call or email. It’s the polite thing to do and helps build relationships. It also gives you a chance to learn more about the story angle, what specific information is being sought, the types of questions that might be asked and the reporter’s deadline. You may not get all your answers but you’ll be ahead of where you started. One more thing to consider---but tread lightly on this one. You must determine whether granting the interview serves your purpose. The answer is generally yes for public figures and elected officials but not necessarily so for private citizens.

Once the decision to speak to the media is made there are several things to keep in mind: Create two or three key points that you want to get across. Don’t feel compelled to answer all questions a reporter asks---it’s your interview and you can control it. And be honest---saying “I don’t know” or “let me get back to you on that” is much better than giving wrong information.

And my friend? I’m anxious to see the results.