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Be available on the nominated contact phone numbers so that journalists can call you once the release has been distributed.
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Respond promptly to media enquiries.
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Plan what you want to say before the interview. Write down one or two key messages and practice saying them.
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An interview is not a conversation. While journalists will ask you a range of questions, it is unlikely that their question will be broadcast in the news item. Remember the message you want to get across, and make sure your responses stick to that message. Repeat your message or it may get lost on the cutting room floor!
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Journalists are interested in the consequences of your story, not the detail of your science. It can be helpful to use the problem/solution/outcome formula: “This is the problem/situation faced, we came up with/hope to come up with this solution, and the outcome is/will be this.”
An example: “Port managers need to know where pollutants could gather in the harbour, so we used a high-tech computer model to simulate water movements in the port. This will help managers to improve emergency response planning.”
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Don’t assume the journalist has any prior knowledge of your story. Take the initiative – you are the expert.
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Wear your CRC Reef shirt or T-shirt. Don’t wear sunglasses or stripes.
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Always look at the interviewer, not into the camera.
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Give the name of your organisation and funding agencies.
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Use simple language and avoid jargon and acronyms.
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Take your time to think about what you are going to say before you reply.
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Show your enthusiasm and always be positive.
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Keep a note of the interviewer’s name and their organisation so the CRC Reef media team can follow up and get copies of the final stories.
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For print interviews – offer background material. Offer to check article for accuracy (but don’t try to change the content!).
