Tips on Controlling a Media Interview

Dealing with reporters is one of the most counter-intuitive experiences to be undertaken by academicians and college administrators. The best advice those of us at CSP can offer is to keep it simple.

Here are a few things to keep in mind that allows spokespersons to get their school's messages across during an interview with a journalist. Remember that the goal -- and what we teach at CSP -- is to maintain control of the conversation. Your real audience are potential students, fellow educators, parents and peers, and a reporter is simply a logical conduit to your audience.

Keep in mind that:

• Most interviews tend to be conducted in conversational style
  
• The reporter gathers factual data, but also seeks background information
  
• Most reporters react positively to "color" in the form of interesting quotes and anecdotes
  
• The media is big on trends
  
• Conflict and controversy are popular with reporters, but proceed cautiously if drawn down this path. You don't want to get sucked into a situation that reflects negatively on you or your school

World-class interviewees are made not born. Remember to prepare for every conversation with a reporter. It takes hard work -- and practice -- to make something seem so simple.