The key rule in media communication is availability. You always have to give answers and you’re not allowed to refuse any kind of interview. The story will be published – if you give the interview or not. Consider the following list of how to deal with journalists in an interview situation.

The first key rule for media relations: Be available!

• always be ready to give an answer to journalists
• establish contacts with journalists, offer them interesting stories if you have them and keep in touch
• never refuse an interview no matter what kind of journal or newspaper
• if you need time to prepare, ask them to call back, but answer at the time agreed
• promise to contact them as soon when you have new information
• if you do not feel competent about a subject suggest to get the journalist in touch with somebody else who is more competent
• remember that the story will go ahead whether you contribute or not
• act with courtesy and professionalism
• do not refer to the reporter by name during your answers
• do not expect practice questions journalists want your spontaneous response
• provide background information before the interview which is interesting for the journalist in telling a story

If you talk in to a microphone, be clear and precise

• listen to the questions of the journalist, address them, but do not hesitate to insert additional statements which you feel are important
• avoid complicated scientific definitions and acronyms no lab jargon
• prepare a list of words that you would use to speak to a specialist and avoid using them in the interview (see helpful template down below)
• if you really need to use a special scientific term, explain its meaning very simply
• if you don’t know something, say so, define clearly your area of expertise do not use too long sentences – remember that your TV statement may be at best a 10 second sound bite, so provide useful, short statements
• KISS: Keep It Short and Simple
• finish with a take­‐home statement – maybe this will be good sound bite

In general, be confident

• be clear about your knowledge and position your confidence enhances your credibility and ensures the listener about your capability of dealing with specific problems
• speak slowly / clearly / lively – be yourself and be authentic
• breathe / pause easily

Be calm, emotionally & authentic

• keep calm and don’t react emotionally to provocations
• if you feel provoked by a journalist, stay calm and think about the audience since their opinion is the most important
• you gain credibility by showing your natural emotions and enthusiasm when discussingyour research
• keeping calm will give people confidence in your competence
• never read something from a document (exception: quoting numbers)
• don’t create visual distractions with gestures, clothes or appearance
• dress conservatively, business dress or lab suit

Be personal but don’t be too personal

• try to be yourself so that the audience gets a feeling for you as a person
• avoid giving your personal opinions, but if you do, make it clear that this is a personal statement, otherwise stay professional in every way (stick to the issue)
• relating your work to a personal experience helps to communicate your motivation for your project
• if you are the spokesperson of a company act accordingly, but otherwise make clear that you are a neutral and competent scientist with no vested interests
• if you have vested interests (like a consultancy with a company) inform the journalist about that to prevent even the appearance of a hidden conflict of interest
• if you expect problems it may be useful to bring some people along as moral support

Source:  gaisberg communications