Tips for talking to the media

1. Check who you are speaking to and who they work for. Jot down contact details.

2. Find out what the reporter wants to talk to you about, and when is the deadline.

3. Do not be hurried. If you need time to prepare yourself, arrange to call them back. You can check the information the reporter needs and ask him/her for a short time to get the facts together. But do respect the reporter’s deadline.

4. Know your message - have two or three main points you want to get across – and do not let the reporter sidetrack you.

5. Know what you do not want to say, and think how you would answer the worst possible question.

6. Do not go 'off-the-record' unless you know and trust the reporter. If you need to give some information for guidance, not for publication, then make this clear.

7. Use simple language and avoid jargon.

8. Be positive, not defensive. And always be polite.

9. Never say 'no comment'. If you cannot tell them something, explain why, and if you do not know the answer, say so.

10. Do not make flippant remarks, if you say it to a reporter do not blame him/her for using it.

You can always contact the University Communications Office for advice or assistance on 01206 872400 / 873529 /874377.

Radio/TV interviews

In addition to the general Tips for Talking to the media:

1. Check whether it will go out live or be pre-recorded.

2. Always ask what the first question will be. (The reporter cannot tell you all the questions as the second question, and the whole interview, may change depending on your answer to the first.)

3. Find out if anyone else is being interviewed, and how/when the piece will be used (eg news clip, feature, package). Will it be edited?

4. Make each answer strong and self-contained (eg do not say ‘..as I’ve already said..) as only one answer may be used.

5. Make sure you get your two or three key messages across, you will not have time for more.

6. Speak clearly at your own pace (do not be hurried) and do not woffle.

7. Try to use anecdotes and examples to illustrate your points, these grab the listeners’ attention.

8. If you fluff your lines, try to correct yourself and carry on. But, if pre-recorded, do not be afraid to ask to do that question again at the end of the interview.

9. Never accept an incorrect statement, refute it immediately.

10. For TV, think about your appearance, and whether the filming location is appropriate. Do not fidget. Look at the interviewer, not the camera.

You can always contact the University Communications Office for advice or assistance on 01206 872400/ 873529 / 874377.

Writing a Press Release

1. Grab the reader’s interest straight away – the most important point should be in the first paragraph. (Forget all you ever learnt about writing essays with introductions and conclusions. News Editors receive hundreds of press releases, unless the first sentence makes them want to read on, it’s likely to end up in the bin.)

2. Imagine you are telling a friend about the subject – try to tell it the same way in your press release.

3. Keep sentences and paragraphs short and use plain language. Do not use big words when little ones would do.

4. Remember the five ‘W’s – what, who, when, where, why. Add how, and you will have told the story.

5. Try to give the release a meaningful, eye-catching title (but do not try to be too clever).

6. Try to keep it to one sheet of A4, two at the most.

7. Always include a contact name and number for further information. Make sure that person will be around when the release goes out.

8. Always try to include a concise quote from a relevant person.

9. Think about photo and broadcast opportunities, say where and when.

10. Do not use embargoes without good reason – if you want publicity do not try to dictate to the media when they can give it.

11. Think about the best time to issue it. Give plenty of advance notice about an event, or if sending after an event, do not delay. If you want to hit weekly paper deadlines, you need to send it early in the week; for evening paper deadlines early in the morning (usually before 10am).

You can always contact the University Communications Office for advice or assistance on 01206 872400 / 873529 / 874377.

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Further Information:

About the University
For information about the prospectus, advertising and other University publications, see the Marketing Office website
Colchester Campus guide (shows the physical location of most departments, centres and services)
Guide to room numbering
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