10 Tips for Working with Reporters

1. Get acquainted with your local reporter(s) (but don't expect this acquaintance to result in only positive coverage). Knowing your local reporter(s) gives you a chance to be proactive.

2. Before you do an interview, ask yourself the toughest questions that the reporter might ask, then answer them.

3. "No comment" is never an appropriate comment. This begs for further probing by the reporter. If you can't answer, explain why and move on.

4. You have a choice as to when, where and for how long an interview will last (you can always vote with your feet or move to another required activity). You don't have to stand still for an ambush.

5. You can demand accuracy, but you can only request fairness...fairness is in the eye of the beholder.

6. Use your own tape recorder to insure that your quotes will be accurate.

7. Prior to an interview, decide what message(s) you want the reporter to take away, then come back to that message(s) frequently in your interview.

8. During and AFTER an interview, act and respond as if the reporter's notebook, microphone and/or camera are ALWAYS WORKING (because they probably will be).

9. Use personal examples where possible to illustrate your points. We're about educating young people and good examples illustrate what we're doing.

10. Regardless of how good or how bad coverage of a story is, not everyone will have read or seen it.

Permission to reprint all or parts of this article is granted providing credit is given as follows: "Reprinted with permission of Richard A. Egli, APR, , www.egliassociates.com"

Dick Egli, MA, APR, is a long-time Michigan administrator and public relations director. He currently writes, speaks and consults with schools in Michigan and across the country. To reach him, choose from any of our contact options.