Media Relations Manager Doug Church stands ready to assist your efforts to approach the media when a story arises or respond appropriately when news comes to you. If you need to prepare for an upcoming interview or need some tips, you can call Doug at 202.220.9802. If you need help writing a letter to the editor of your local newspaper or preparing any materials, you can reach Doug at dchurch@natca.orgThe following are Doug's key tips to keep handy when dealing with the media:

GENERAL TIPS FOR DEALING WITH REPORTERS

• Never say "no comment." Say, "I don't know" or "I'll get back to you."
• Respect deadlines. Ask when the reporter needs the information, then make sure you get back by that time.
• Never go off the record unless you have known the reporter (print) for a very long time and you trust him or her. NEVER speak off the record for the electronic media. Assume the camera is always rolling.
• Give concise, to-the-point answers. Especially in TV and radio interviews, try to think in 10-second answers that are easy for the reporter to edit - that way you are less likely to be quoted out of context.
• Don't repeat the question you are asked, if on TV. Much of the time, that is what they will use on the air and then you've lost your chance to offer your own words.
• Get your main point out first. Unless the reporter is taping the interview and has time to review the tape (this does not happen often), the first sentence you say will be key. You can even give a hint of the big message you are about to give by prefacing it with the words, "Here's the main point
• Speak actively rather than passively, using action verbs. For example, say "what we're doing" instead of "what we've done."
• Be friendly, but keep your sense of authority.
• Especially in the case of numbers or statistics, don't speculate if you're not sure.
• Don't be afraid to ask the reporter to repeat or clarify a question. Even if you know what he or she said, this can be used to buy yourself a few extra moments if you need it to compose your answer in your mind.

BUILDING WORD BRIDGES TO THE THREE KEY MESSAGES YOU WANT TO CONVEY

• Think of every hostile or uninformed reporter's question as an opportunity to bridge to your message.
• Word bridges include "That's an interesting question, but I think the real issue here is safety" or "I think what's important is safety" That's a heads up to a reporter that you are going to say something meaningful.
• Be sure to pause after your bridge if your message is a bit long, so that the bridge can be edited out for radio and TV, and only the scintillating message is left.
• Keep your voice neutral when you are bridging and when the reporter comments, "but you didn't answer my question," go right back to your bridge message or go to another message.
• Use different examples to illustrate your messages, so that each time you repeat them, they seemingly have a different "angle" even though they contain the same message.
• Sometimes people, especially scientists, have to overcome the feeling that there is something wrong with not answering a specific question. There isn't. The media is using you as entertainment or as an expert. You have a legitimate right to use the media and to get your message out.
• Keep in mind that everything you say may be the one thing that gets in the paper or on TV.
• Your message needs to be short and focused.
• Watch the pros on TV. Any politician will do. You will notice they can switch any question back to their message, often with only one sentence.

NEWSPAPER INTERVIEWS

• If doing the interview on the phone, stand up - it will give you more confidence as you speak; a commanding presence.
• You set the time for the interview. Even if you are free when the call comes in from a reporter, say "I'll call you back" so that you give yourself a few moments to think of your key messages before doing the interview.
• Take time to think before you respond and choose your words carefully.
• Try to keep your responses unemotional. You lose control of an interview if you respond in kind to what you perceive as a personal attack. On the other hand, it is OK to object to a line of questioning you believe to be unfair. Just do it dispassionately, with as much reason as you can muster.
• It is OK to seek a meeting with an editor or group of editors if you feel that you are not getting your point across to a reporter.
• You will not get very far with the attitude of, "I'm not going to let any reporter push me around.
• When possible, provide concise written material to support your positions. Give your own definitions for terms in the material.
• Before going into an interview, think about the primary points you wish to make and think about what you don't want to say. Stick to a plan as much as possible - talk about what you wish to talk about.
• Learn the deadlines of the newspapers that will be covering your area. Nothing means more to a reporter (other than honesty) than a source who knows how the reporter does his or job and when he or she needs to file their stories. Most newspapers need to send their stories to the copy editors by 5 p.m. at the latest.