Working with the News Media

Information Sheet #3
Prepared 9/95

Preparing for an Interview

Plan Ahead and Do your Homework
Keep the Focus on Disability Issues
Influencing the Reporter's Perspective
During the Interview
After the Interview
Checklist

While there are many ways for you to contact the news media – such as sending out news releases, requesting publicity for an event or establishing yourself as an information source, you also need to be ready when the media calls you. Whether they are following up on an idea you presented or working on their own topic, the key to success is to be prepared. Know what points you want to make and practice what you want to say. Keep your remarks focused and anticipate hard questions (including negative, controversial and financial).

Most of the information here applies to prearranged, structured interviews; however, you can adapt a lot of it to on-the-spot interviews and telephone interviews. For example, if you are attending a rally/event where reporters are present, think about the key point(s) you would like to make if a reporter approaches you. You can also take the initiative and approach a reporter yourself. Whatever the circumstances, be sure to adapt to the situation and the specific media, whether you are being interviewed for a 30-second television news spot, a lengthy newspaper feature, a radio talk show or something in between.

Plan Ahead and Do your Homework

When a reporter calls to set up an interview, ask what the focus will be and what kinds of questions he/she will ask. Then take time to think about these questions. Don't write down formal answers to memorize; just jot down the points you want to make. During the interview, the reporter may not ask the initial questions he/she indicated, but some rather variation of them and/or new questions based on your response. Try to anticipate related questions – and tough questions – and decide how to answer them. If it's possible, have background materials and statistics available to increase your credibility.

Once you have a handle on the topic and what you want to say, take as much time as you can to rehearse and refine your message. If there is time to prepare, you may want to have a friend ask you questions. It's also beneficial to practice with a tape recorder. This allows you to listen to your answers and to work on making them brief, but effective. These qualities are especially important with radio and TV because of their limited ability to edit what you say (by shortening it, taking out grammatical pauses, etc.)

Be sure you know if the reporter only wants an interview or if the reporter also wants to photograph or videotape you. Who else, if anyone, should be available for those shots? If a child is present, plan to have someone else there to watch the child so you can concentrate on the interview.

Keep the Focus on Disability Issues

The best way to interest a reporter and audience in disability issues is by telling a compelling personal story. Be sure, however, that the story leads to a point and focuses on the message you want to make. Emphasize that other people experience the same thing and disability issues affect a large number of people in your community. Talk about "all people" or "people with disabilities in this community."

In developing your message, think about how you want the audience to respond. What result do you want? Then make this your focus. For example, you can emphasize ways assistive technology or personal assistance services liberate people with disabilities. Another option is to address physical barriers, discrimination or societal attitudes. Whatever you choose, make it clear the problem is not the disability, but the lack of housing, job opportunities, curb cuts, accessible buses, etc.

If laws are being broken, such as accessibility, know which ones apply and explain this to the reporter. Talk about discrimination, segregation, exclusion and what you have done to eliminate barriers. While personal stories don't require you to have factual information, try to refer the reporter to other people and places that have relevant facts and statistics.

Influencing the Reporter's Perspective

Before a reporter can educate the public about disability issues, you have to educate the reporter. Have a heart-to-heart talk about your concerns regarding the story's language, focus and tone. Explain why it is important to use "People First" terminology and avoid terms like "confined to a wheelchair" and "handicapped." Emphasize the need to portray people with disabilities as independent, capable individuals who make a valuable contribution to their local community and society. Also ask the reporter to ensure the story conveys the desired attitudes, a positive outlook and respect for people with disabilities. If you get the idea that the reporter is putting too much emphasis on your heroism, courage or personal trials, explain that these are not the real issue. What's important is how society supports and includes – or doesn't support or include – people with disabilities and that people with disabilities want choice and independence. Ordinary things do not become extraordinary just because they are done by a person with a disability. What is extraordinary are the lengths people with disabilities have to go through and the barriers they have to overcome to do the most ordinary things. Also, be careful you don't get carried away by being the center of attention; avoid any remarks and embellishments that a reporter could use to make your story more sad, victimizing or heroic than it really is.

During the Interview

During the interview, relax, stay calm and talk about the issues in simple, friendly terms. Speak with the reporter one-to-one, using a conversational tone. Avoid jargon and acronyms the audience might not know. Be sure that you get your key points across even if you have to repeat them several times, in several different ways. Be brief and speak in 10-20 second soundbites, especially for radio and TV.

If you are going to be photographed (TV or print), dress nice, but subdued. Solid colors work well. Don't overdress or let jewelry detract from what you say. With television, ask if the interviewer will be included in the shot and where you should look – at the interviewer or the camera. Use your eyes naturally, as you would in a conversation.

Do not say anything that you don't want printed or broadcast. Everything a reporter hears or sees is fair game. Do not lie, guess or answer hypothetical questions. If you can't answer, say why. If you don't know the answer, think about other sources of information the reporter can try (a person, organization or publication/law). If you think you can find the answer, you may want to volunteer to get back with the reporter (and be sure to do so in a timely manner even if you can't find the answer). If you can't reach the reporter, leave a message.

Also, be careful that you don't repeat a reporter's negative words, because then the reporter can quote you as saying them. Instead, turn the negative question into a positive statement. For example, if a reporter asks if inclusive education is a waste of taxpayers' money, don't respond with "We are not wasting taxpayers' money..." Instead, say something like, "Inclusive education is an investment in all children. It benefits both children with and without disabilities." And then explain how it does this.

Don't be surprised or upset if a reporter seems to ask the same question more than once. He/she may be trying to get a shorter, smoother answer or simply trying to understand a new concept. While most reporters conduct themselves professionally and ethically, their experience and knowledge varies. They do make mistakes, but not as many as people often think. Occasionally check with the reporter to be sure he/she understands what you are saying, as well as the concepts and philosophies involved. Also recognize that reporters may not always ask the right question. You may have to rephrase a question so a reporter isn't misled or misses an important point. If the reporter does miss something, you can introduce it by saying, "One thing most people want to know more about is..."

After the Interview

Thank the reporter for the opportunity to publicize disability issues, and ask if there is anything else you can do. If the reporter needs additional information, find out his/her deadline. If you think of something important that you left out, call the reporter and share it (primarily for print media).

Don't expect to see a story before it is printed or airs. And don't be surprised if it doesn't come out just as you'd like it or if the reporter includes an opposing viewpoint in "your story." Reporters try to balance the news by presenting different sides of an issue. It's also important to realize that reporters work for editors and news directors. Much of their work is assigned. Their stories are subject to changes by other people, and they don't write headlines. Additionally, stories are not always printed or broadcast. Other stories can bump yours.

After your story has run, take time to send a thank you note and/or call the reporter. If the reporter made a serious mistake or emphasized the wrong thing, promptly let him/her know what was wrong and why, but be tactful and don't destroy your relationship. Keep in mind that the goal is not to get a perfect story; what's news today is recycled tomorrow. The goal is to obtain ongoing coverage of disability issues and to increase public awareness and support.

Prepared by the Texas Council for Developmental Disabilities, 6201 E. Oltorf, Suite 600, Austin, TX 78741; 512-437-5432 voice; 1-800-262-0334 toll-free in Texas.

Checklist on Interviewing with the News Media

Before the Interview

Plan ahead and adapt to the specific news media, reporter and story.
Be clear on whether or not you will be photographed/videotaped.
Inquire about the story's focus and what questions to expect.
Jot down points you want to make.
Anticipate hard questions (including negative, controversial and financial).
Have background material, facts and statistics available; know their source.
Keep the focus on disability issues.
Consider how you want the audience to respond.
Select a personal story(ies) to make points and strengthen your message.
Consider the big picture and how disability issues affect your whole community.
If there is time to do so, rehearse and refine your message. Use a tape recorder.

During the Interview

Dress appropriately: nice, but subdued.
Stay calm and talk with the reporter one-to-one.
Discuss the story's focus and the importance of using "People First" terminology.
- Do this before or during the interview, depending on the media and circumstances.
Be quotable: Use acceptable language that's easy to understand; keep to the point.
Avoid jargon and acronyms.
Talk in 10-20 second soundbites, especially for radio and TV.
Be sure you get your key points across and the reporter understands the big picture.
If the reporter gets sidetracked, return the focus to the big picture/issues.
Do not say anything that you don't want printed or broadcast.
If you can't answer a question, explain why.
If you believe that you can find the answer, volunteer to do so.
Answer negative questions with a positive response.
Do not repeat a reporter's negative words.
Bring up any key points that get missed.

After the Interview

Thank the reporter.
Ask if there is anything else you can do and keep deadlines in mind.
Try to obtain more information if needed or refer the reporter to another source.
If you search but can't find information, let the reporter know you tried.
Remember that the reporter does not have final control over the story.
Do not expect to see a story before it is printed or airs.
Call to talk about the story after it ran: to say thanks, to clarify something or to continue educating the reporter.
Work to develop an ongoing relationship and coverage of disability issues.

Prepared by the Texas Council for Developmental Disabilities, 6201 E Oltorf, Suite 600, Austin, TX 78741; 512-437-5415 voice;1-800-262-0334 toll-free in Texas.

	Sign up for E-Mail News \| Contact Us \| Feedback \| Site Map
	Home About TCDD DD Definition Mission & Goals Policies Council Council Members Meetings Staff Organizational Chart Jobs Grants Past Grant Projects Future Grant Projects Applying for Grants Events Stipends Public Policy Public Policy News Advocacy 101 Texas Legislature 82nd Legislature Find your Rep TCDD 2011 Public Policy Priorities Position Statements Access to Health Care Aging w/DD Children & Families Community Living Criminal Competency Education Emergency Preparedness Employment Family Support Services Guardianship Public Transportation Right to Privacy Service Coordination Transition from School to Adult Life Public Information Act Federal Policy Update Sunset Review Training & Events Resources FYI Newsletter Annual Reports Biennial Reports Videos Acronyms People First Language College Resources Working with the News Media Introduction & Resources Letter to the Editor Interview Preparation Using Photos Conveying Desired Values, Attitudes & Perspectives Preparing News Releases Hurricane & Disaster Resources Links Internet Resources Grantee Products State Plan Join Mailing List Order Form En Español
Resources/Overview FYI Newsletter Annual Reports Biennial Reports Videos Acronyms People First Language College Resources Working with the News Media Introduction & Resources Letter to the Editor Interview Preparation Using Photos Conveying Desired Values, Attitudes & Perspectives Preparing News Releases Hurricane & Disaster Resources Links Internet Resources Grantee Products State Plan Join Mailing List Order Form	Working with the News Media Information Sheet #3 Prepared 9/95 Preparing for an Interview Plan Ahead and Do your Homework Keep the Focus on Disability Issues Influencing the Reporter's Perspective During the Interview After the Interview Checklist While there are many ways for you to contact the news media – such as sending out news releases, requesting publicity for an event or establishing yourself as an information source, you also need to be ready when the media calls you. Whether they are following up on an idea you presented or working on their own topic, the key to success is to be prepared. Know what points you want to make and practice what you want to say. Keep your remarks focused and anticipate hard questions (including negative, controversial and financial). Most of the information here applies to prearranged, structured interviews; however, you can adapt a lot of it to on-the-spot interviews and telephone interviews. For example, if you are attending a rally/event where reporters are present, think about the key point(s) you would like to make if a reporter approaches you. You can also take the initiative and approach a reporter yourself. Whatever the circumstances, be sure to adapt to the situation and the specific media, whether you are being interviewed for a 30-second television news spot, a lengthy newspaper feature, a radio talk show or something in between. Plan Ahead and Do your Homework When a reporter calls to set up an interview, ask what the focus will be and what kinds of questions he/she will ask. Then take time to think about these questions. Don't write down formal answers to memorize; just jot down the points you want to make. During the interview, the reporter may not ask the initial questions he/she indicated, but some rather variation of them and/or new questions based on your response. Try to anticipate related questions – and tough questions – and decide how to answer them. If it's possible, have background materials and statistics available to increase your credibility. Once you have a handle on the topic and what you want to say, take as much time as you can to rehearse and refine your message. If there is time to prepare, you may want to have a friend ask you questions. It's also beneficial to practice with a tape recorder. This allows you to listen to your answers and to work on making them brief, but effective. These qualities are especially important with radio and TV because of their limited ability to edit what you say (by shortening it, taking out grammatical pauses, etc.) Be sure you know if the reporter only wants an interview or if the reporter also wants to photograph or videotape you. Who else, if anyone, should be available for those shots? If a child is present, plan to have someone else there to watch the child so you can concentrate on the interview. Keep the Focus on Disability Issues The best way to interest a reporter and audience in disability issues is by telling a compelling personal story. Be sure, however, that the story leads to a point and focuses on the message you want to make. Emphasize that other people experience the same thing and disability issues affect a large number of people in your community. Talk about "all people" or "people with disabilities in this community." In developing your message, think about how you want the audience to respond. What result do you want? Then make this your focus. For example, you can emphasize ways assistive technology or personal assistance services liberate people with disabilities. Another option is to address physical barriers, discrimination or societal attitudes. Whatever you choose, make it clear the problem is not the disability, but the lack of housing, job opportunities, curb cuts, accessible buses, etc. If laws are being broken, such as accessibility, know which ones apply and explain this to the reporter. Talk about discrimination, segregation, exclusion and what you have done to eliminate barriers. While personal stories don't require you to have factual information, try to refer the reporter to other people and places that have relevant facts and statistics. Influencing the Reporter's Perspective Before a reporter can educate the public about disability issues, you have to educate the reporter. Have a heart-to-heart talk about your concerns regarding the story's language, focus and tone. Explain why it is important to use "People First" terminology and avoid terms like "confined to a wheelchair" and "handicapped." Emphasize the need to portray people with disabilities as independent, capable individuals who make a valuable contribution to their local community and society. Also ask the reporter to ensure the story conveys the desired attitudes, a positive outlook and respect for people with disabilities. If you get the idea that the reporter is putting too much emphasis on your heroism, courage or personal trials, explain that these are not the real issue. What's important is how society supports and includes – or doesn't support or include – people with disabilities and that people with disabilities want choice and independence. Ordinary things do not become extraordinary just because they are done by a person with a disability. What is extraordinary are the lengths people with disabilities have to go through and the barriers they have to overcome to do the most ordinary things. Also, be careful you don't get carried away by being the center of attention; avoid any remarks and embellishments that a reporter could use to make your story more sad, victimizing or heroic than it really is. During the Interview During the interview, relax, stay calm and talk about the issues in simple, friendly terms. Speak with the reporter one-to-one, using a conversational tone. Avoid jargon and acronyms the audience might not know. Be sure that you get your key points across even if you have to repeat them several times, in several different ways. Be brief and speak in 10-20 second soundbites, especially for radio and TV. If you are going to be photographed (TV or print), dress nice, but subdued. Solid colors work well. Don't overdress or let jewelry detract from what you say. With television, ask if the interviewer will be included in the shot and where you should look – at the interviewer or the camera. Use your eyes naturally, as you would in a conversation. Do not say anything that you don't want printed or broadcast. Everything a reporter hears or sees is fair game. Do not lie, guess or answer hypothetical questions. If you can't answer, say why. If you don't know the answer, think about other sources of information the reporter can try (a person, organization or publication/law). If you think you can find the answer, you may want to volunteer to get back with the reporter (and be sure to do so in a timely manner even if you can't find the answer). If you can't reach the reporter, leave a message. Also, be careful that you don't repeat a reporter's negative words, because then the reporter can quote you as saying them. Instead, turn the negative question into a positive statement. For example, if a reporter asks if inclusive education is a waste of taxpayers' money, don't respond with "We are not wasting taxpayers' money..." Instead, say something like, "Inclusive education is an investment in all children. It benefits both children with and without disabilities." And then explain how it does this. Don't be surprised or upset if a reporter seems to ask the same question more than once. He/she may be trying to get a shorter, smoother answer or simply trying to understand a new concept. While most reporters conduct themselves professionally and ethically, their experience and knowledge varies. They do make mistakes, but not as many as people often think. Occasionally check with the reporter to be sure he/she understands what you are saying, as well as the concepts and philosophies involved. Also recognize that reporters may not always ask the right question. You may have to rephrase a question so a reporter isn't misled or misses an important point. If the reporter does miss something, you can introduce it by saying, "One thing most people want to know more about is..." After the Interview Thank the reporter for the opportunity to publicize disability issues, and ask if there is anything else you can do. If the reporter needs additional information, find out his/her deadline. If you think of something important that you left out, call the reporter and share it (primarily for print media). Don't expect to see a story before it is printed or airs. And don't be surprised if it doesn't come out just as you'd like it or if the reporter includes an opposing viewpoint in "your story." Reporters try to balance the news by presenting different sides of an issue. It's also important to realize that reporters work for editors and news directors. Much of their work is assigned. Their stories are subject to changes by other people, and they don't write headlines. Additionally, stories are not always printed or broadcast. Other stories can bump yours. After your story has run, take time to send a thank you note and/or call the reporter. If the reporter made a serious mistake or emphasized the wrong thing, promptly let him/her know what was wrong and why, but be tactful and don't destroy your relationship. Keep in mind that the goal is not to get a perfect story; what's news today is recycled tomorrow. The goal is to obtain ongoing coverage of disability issues and to increase public awareness and support. Prepared by the Texas Council for Developmental Disabilities, 6201 E. Oltorf, Suite 600, Austin, TX 78741; 512-437-5432 voice; 1-800-262-0334 toll-free in Texas. Checklist on Interviewing with the News Media Before the Interview Plan ahead and adapt to the specific news media, reporter and story. Be clear on whether or not you will be photographed/videotaped. Inquire about the story's focus and what questions to expect. Jot down points you want to make. Anticipate hard questions (including negative, controversial and financial). Have background material, facts and statistics available; know their source. Keep the focus on disability issues. Consider how you want the audience to respond. Select a personal story(ies) to make points and strengthen your message. Consider the big picture and how disability issues affect your whole community. If there is time to do so, rehearse and refine your message. Use a tape recorder. During the Interview Dress appropriately: nice, but subdued. Stay calm and talk with the reporter one-to-one. Discuss the story's focus and the importance of using "People First" terminology. Do this before or during the interview, depending on the media and circumstances. Be quotable: Use acceptable language that's easy to understand; keep to the point. Avoid jargon and acronyms. Talk in 10-20 second soundbites, especially for radio and TV. Be sure you get your key points across and the reporter understands the big picture. If the reporter gets sidetracked, return the focus to the big picture/issues. Do not say anything that you don't want printed or broadcast. If you can't answer a question, explain why. If you believe that you can find the answer, volunteer to do so. Answer negative questions with a positive response. Do not repeat a reporter's negative words. Bring up any key points that get missed. After the Interview Thank the reporter. Ask if there is anything else you can do and keep deadlines in mind. Try to obtain more information if needed or refer the reporter to another source. If you search but can't find information, let the reporter know you tried. Remember that the reporter does not have final control over the story. Do not expect to see a story before it is printed or airs. Call to talk about the story after it ran: to say thanks, to clarify something or to continue educating the reporter. Work to develop an ongoing relationship and coverage of disability issues. Prepared by the Texas Council for Developmental Disabilities, 6201 E Oltorf, Suite 600, Austin, TX 78741; 512-437-5415 voice;1-800-262-0334 toll-free in Texas.
Texas Council for Developmental Disabilities 6201 E. Oltorf, Suite 600 Austin, TX 78741-7509 Phone: (512) 437-5432 Toll-Free: 1-800-262-0334 Accessibility \| Privacy Policy Copyright 2005-2011 - Texas Council for Developmental Disabilities Links from TCDD to other Internet sites are provided as a convenience for informational purposes. No official endorsement should be inferred.