The following tips for dealing with the media were published in the January 21, 2009 issue of Progressive Dairyman. Much of this advice can be applied to the world of social media, as well.

• When members of the media call, ask, “What can I help you with today?”

• Remember your rights.
You can ask the reporter for more information which will help you prepare for the interview. What type of story is being written? What is the angle and are others being interviewed? What is the reporter’s deadline? Know or find out the audience (i.e. daily newspaper versus TV news).

• Try to buy time to collect your thoughts, i.e. “Can I call you back in 30 minutes, I’m in a meeting now?”

• Prepare three to five key messages you want to communicate to your audience.
Plan your points and make them early. Remember an interview is an opportunity to tell your story to your audience, not the media. Use every question as an opportunity to address your agenda. No matter what the topic of the interview, we have several important messages that underlie almost everything we do. During the interview, look to come back to one or more of these messages, depending upon what topic you are addressing. These messages may include: – Assuring the well-being of animals – Assuring the health and well-being of people (zoonotic disease and public health) – Keeping our food supply safe – Maintaining the economic sustainability of our farms and ranches

• Be brief, professional and calm.
News is presented in small “bites” of information both for radio and television. Keep your messages down to a few lines and make sure to make your point often.

• Anticipate and rehearse possible interview questions and answers. What are your vulnerabilities?

• Use common language and examples. Every industry has its own jargon which some reporters may understand, but the general public may not. Be careful to explain abbreviations and avoid jargon.

• Tell the truth. Don’t lie or speculate. Beware of hypothetical statements.
If a reporter asks “would you say...” and then quotes a statement for your agreement or your disagreement, don’t accept it. Don’t let anyone determine your agenda. Make your own statement. Also, don’t repeat the reporter’s negative statements.

• Admit when you don’t know an answer and offer to find it. Then do it.

• Never speak “off the record.”

• Never say “no comment.”
If you can’t comment, say you can’t and explain why. “I’m sorry but our attorneys have asked us not to discuss that aspect.” “Certainly you and your readers/viewers realize that this is an ongoing criminal investigation so I can’t say anything that might jeopardize that.”

• Help the reporter do their job. Consider this a business relationship not unlike talking to any other vendor or service provider you deal with daily.

• Be accessible, cooperative and non-confrontational.

• Refute untrue statements immediately and politely. Make sure to correct it in an informative and helpful manner.

• Use data sparingly to underscore your most important points.  PD

—Excerpts from South Dakota State University Health Matters newsletter, October 2008