“Once a word has been allowed to escape, it cannot be recalled.” - Horace
If you have been designated to be the voice of your agency, think of the media as your microphone. Media interactions are collaborative efforts to get correct and relevant information to the public.
Media Relations
An interview allows the agency and the reporter to build a positive relationship of trust and respect. Whether responding to reporters in person or virtually, it’s important to remain respectful and professional. These interactions are not designed to be battles between spokespersons and the media.
Public servants and media teams both have the same goal of engaging the public. Remaining clear and concise with your message helps everyone to inform their friends, family, and neighbors across Minnesota.
Most importantly, if you have not explicitly been assigned the task of responding to the media – please don’t.
Responding to Reporters
Don’t know? Don’t guess! Both the public and reporters rely on you for facts. It is infinitely better to be honest than to spread misinformation.
Responding to the media via email or scheduled call allows you time to research your answers. Work with your communication partners and subject matter experts to inform your response. It’s polite to respond to emails quickly, even if it’s just to say you need time to find an answer. Ask the reporter about their deadlines and try to get information back to them within that timeframe.
Staying on Message
In any average conversation, it’s normal to stray from topics or add personal anecdotes. Interviews and press conferences are not conversations, no matter how well you’ve gotten to know a reporter. Deliver your message accurately and succinctly. Be cautious of citing related examples, as it may shift focus from your point. If you receive a question that strays from your message, politely decline to respond and request a more relevant question.
Know the message you want to convey and don’t be afraid to repeat it more than once during the interview. Unless the interview is live, reporters will edit what you say and use only a small piece of what you tell them, so try to ensure everything you tell the reporter conveys your message and reflects well upon you and your agency.
Dealing with Stage Fright
It’s normal to feel nervous when speaking with reporters. The best way to calm those nerves is to be prepared. Study the issue. Practice, practice, practice your talking points. Luckily, you can feel confident in yourself because you were asked to represent your agency because of your knowledge and expertise!
