10 Tips for Handling a Call from the Press

Questions? Contact the Office of Communications

Deborah Noack
Executive Director of Communications
203-396-8483
noackd@sacredheart.edu

Kimberly Swartz
Director of Communications
203-396-8047
swartzk2@sacredheart.edu

In addition, Sacred Heart University's faculty and staff experts are available to provide journalists with their insight and expertise on a wide variety of topics.

10 Tips for Handling a Call from the Press

Who’s calling?

Collect information from the caller so that the inquiry can be handled quickly and effectively: the caller’s name, name of media outlet, telephone number, nature of the story, requests for specific data or information and deadline.

May I call you back?

If a reporter calls unexpectedly, do not feel compelled to answer questions on the spot. It is always best to take a few minutes to collect your thoughts before responding to a media inquiry. Simply suggest that you return the call after you’ve had a moment to gather your thoughts.

Ask for help!

When an official University response is requested, the Communications Office will ensure that an official spokesperson provides an authorized position on behalf of the University. However, SHU’s Communications team is also here to help you handle any call from the media. Reporters often seek comments from experts on a variety of topics. When you let us know that you have received an inquiry, we can help you respond. We can also follow up with the reporter if needed, and we can track the story to provide you with a clip when it’s published.

Please let us know as soon as you receive a call from the media. Call 203-396-8483 or 203-727-3422.

Be mindful of deadlines.

Reporters work on very tight deadlines--often getting an assignment only hours before it’s due. Ask what their deadline is, so that a response can be provided in a timely manner. Respecting a reporter’s deadline is important for many reasons, including relationship building. Reporters who have a positive working experience with us will call again in the future when they are looking for a source of information.

Be positive and prepared.

Prior to a scheduled interview, prepare two to three “message points” that you wish to convey. At the end of an interview, reporters usually ask if you have anything else to add. If you haven’t had the chance to convey your three points, that’s a great time to share them. Try to smile when you are on the phone with a reporter! It will help you respond in a more positive and upbeat manner.

Know your stuff.

It’s OK to not have all the answers. If you are asked a question about facts and figures that you don’t have or don’t know, offer to get back to the reporter with the information. Or, simply say that you don’t know. Remember that the Communications Office is here to help research information that you may not have.

‘No comment’ is a no-no.

Avoiding comment in a news story suggests lack of cooperation or even guilt. If you do not know the answer, be honest. And if you are uncertain of how or whether you should respond, contact SHU PR for assistance.

It’s never ‘off the record.’

Rarely is information provided to a reporter really off the record. Not only can the information be used openly, but more likely, the information may be used as background. If you don’t want to see something in print, don’t say it. Ever.

Be memorable.

We live in a “sound-bite” world. Watch any news program and you’ll see that a typical story doesn’t last any longer than two or three minutes. Be conversational, yet brief in your responses. And think about the audience: speak in terms that can be understood by the masses. Academic jargon and verbose explanations will not make it into a story unless you are dealing with a specialized publication.

Tell the truth.

Sometimes reporters ask tough questions. A dishonest response is never an appropriate response. However, remember that legal matters and privacy issues are sensitive areas. If you aren’t sure that you should be answering a question, contact Marketing & Communications.