Legal Marketing Consultants

Alyn Weiss and Associates

What To Do When a Reporter Calls

The secret to dealing with the press is the same you employ to deal successfully with clients, judges, juries and opposing counsel - preparation.

Many professionals do not understand the rules that govern giving information to the press.

Editors and reporters consider the following when deciding what they will cover:

1. Impact - To whom does the story matter? Does it impact the audience that reads the publication, views the site or listens to the broadcast?

2. Conflict - Does the story involve controversy?

3. Timeliness - The story has to affect people or organizations now or in the near future.

4. Prominence - Who is announcing the information or product? The person making the announcement will impact the amount of coverage received; the more prominent the person, the more likely it is that the idea will be covered.

5. Proximity - Where is the story taking place in relation to where you are trying to get coverage? Location matters - the story must be relevant to the place and the people.

6. Human Interest - Does it evoke an emotional response?

Remember, what is newsworthy one day, may not be the next.

When a reporter calls unexpectedly begin the discussion by asking questions - not answering them! Ask:

1. What is your name-get the spelling of it
2. What media do you work for?
3. What questions do you need answered?
4. When is your deadline?
5. At what number(s) can I reach you?
6. Who else are you interviewing for this story?

Calling the reporter back gives you a chance to think, consult with others (including your PR person) before you answer, and to get your facts straight. It also allows you to consider client and referral source reaction.

Do not be intimidated into giving an interview just because a reporter and/or camera crew shows up at your offices or corners you at a public event. Tell them you will get back to them before their deadline.

Remember, the press has no right to interview you. You have the right to grant them an interview.

We encourage you to grant them that right, after preparation.

Click any of the following for additional information:

Handling a Media Interview

Special Tips for Television Interview

Realities of Dealing With the Press

Ground Rules for Dealing With the Press

Assume You're On Record When Talking to the Press

7 Words or Phrases That Should Never Appear In a News Release

9 Rules of Crisis Communication

« Return to Dealing with the Press main page

Please call us at 303.298.1676 or email us to schedule a private consultation with Bob.