By Lisa Saunders, Sound Strategy Communications Ltd. (http://www.soundstrategy.ca/)*

Should I return that phone call?: What to do when the media calls you 

Lisa Saunders

It’s 8:53 a.m. Tuesday. You arrive at your office and decide to check your voice mail before heading into your 9 a.m. meeting. There is one message. 

“Hi. It’s Jane Journalist here from Action News. I just wanted to talk to you about a story I’m working on today. Can you call me back at your earliest opportunity?” 

Quickly, your body stiffens. Your heart starts to pump – and it’s not because of the caffeine in your morning coffee. You think: why is she calling me? What could she possibly want? A thought begins to run through your mind. Is our company about to face negative publicity? Am I in trouble? 

First, relax. Take a deep breath. It is natural to feel a bit apprehensive when the media calls, especially if you don’t know why they are calling you. At least you’re getting a head’s up by way of a phone message. You are forewarned – and can now begin preparing your response. 

Here are some things you may want to consider as you plan your reaction. 

1. Your first step should be to think about your company’s media relations policy or protocol. Is there someone within your organization that is to be notified if the media calls? If so, who is that person? Is it their responsibility to deal with all media-related inquiries? If that is indeed the case, you should be calling them immediately to inform them of the phone call. There may be a company spokesperson that deals with any interactions with the media. 

2. Anticipate the journalist’s reason for calling and prepare for what they might ask you. Can you think of why they are phoning? Is your company on strike or in the midst of labour negotiations? Is there something happening in the news that may be affecting your company? A story they’re trying to get some perspective on? Surmising why the journalist is calling may help you frame your response. 

3. If you truly do not know why they are calling, return the call as promptly as possible. Most journalists work on one story per day, sometimes more. The deadline for their story may be just a few hours away – or sooner, in today’s media environment. You may – or may not – want to help them with their story, but time is of the essence if you do end up wanting to participate. 

4. Realize that when you are speaking with a journalist, everything you say is “on the record.” The journalist in question has identified herself, and as such, has given you notice that anything you say can be quoted. If you do not want something you said to be quoted, don’t say it. It’s that simple. [In rare cases, a journalist and a source will agree to an “off the record” conversation – but the parameters of that conversation will be agreed upon in advance, not after the fact.] 

5. Find out why the journalist is calling, and what they want. Take notes. Be pleasant and brief. Do they want an interview? If so, when? Find out what their deadline is. It is perfectly okay to ask a few questions about the story. What’s it about? What perspective are they hoping to gain? Do they want a phone interview, or an on-camera or in-person interview? While you are responding, refer to point number four (above). 

6. If you do decide to comment, and are given time to prepare, research the topic at hand (newspaper articles, Google, company position statements, etc.) and develop a few key messages or Q & A responses to practice. Stick to your messaging and avoid speculation when framing your responses. Stay in charge of the interview and only answer questions that are relevant to the issue at hand. 

7. Take your time when responding to questions. Pause. Breathe in. Take a second to think. Respond at a pace that is comfortable to you. 

8. Be calm, cool and collected. Believe it or not, being interviewed by a journalist can be nerve-wracking for both you AND the person asking the questions. They are under pressure to get their story done quickly while you are under strain to say the right things. Accept your anxiety and do the best job you possibly can. 

Of course, you always have the option of not returning that phone call in the first place. Or returning it three days later. However, not returning the call promptly could lead to a missed opportunity for some great publicity for your business.  

Knowing when to stay in and out of the media is a hard judgment call – and all depends on the circumstances at hand. 

Some good words of advice? 

It is perfectly alright to decline a media interview when the subject matter is not about your organization. 

It is not okay to decline a response when the subject matter IS about your organization. 

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*Lisa Saunders is a communications specialist with over 15 years experience working as a broadcaster, journalist and publicist. During her career, Lisa has been both the journalist and the company’s communicator on the other end of the phone. Her company, Sound Strategy Communications Ltd., offers a variety of services, including media relations, public relations, and media relations training. You can visit Sound Strategy Communications Ltd. online at http://www.soundstrategy.ca/ or email Lisa directly at lisa@soundstrategy.ca

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