NACAC’s Tips for Talking to the Media

For any interview, it’s helpful to have a few key messages that you want to communicate. NACAC can provide you with research, talking points or summary information on all NACAC positions (Early Decision/Early Application, students’ rights in the admission process, etc.) and most general college admission issues (admission trends, standardized testing, etc.).

Resources include NACAC’s Statement of Principles of Good Practice and other policy statements and research generated by NACAC’s department of public policy.

Looking for more information? Contact media@nacacnet.org.

General Guidelines for Talking to the Media

• Return reporters’ calls promptly, even if you can’t comment on a story

• If a journalist calls and you are not prepared, take their number, details of what they are reporting on and their deadline time. Then contact the national office for information on the topic in question.

• Feel free to ask the reporter what questions will be asked so you can begin thinking through how you want to respond. You may also ask who else he/she is interviewing for the story or recommend them to other members, colleagues or experts.

• If the premise of the question is unclear, you may question it or ask the reporter to restate it. Avoid saying ‘no comment.’ If you are unable to answer a question, let the reporter know you need to find out the facts. Contact NACAC for more information.

• After researching the relevant information, prepare notes for yourself on the points you want to get across.

• Be cooperative, and do not be flustered or defensive. The journalist has a story to write and you have a story to tell.

• Never assume anything is “off the record.” Keep in mind that whatever you say, you should be happy to see in print.

• Call the reporter after the story is published if you think they did a good job.

During the Interview

• Give your title, school and your affiliation with NACAC. Frame the issue in terms of your school’s policies and, if appropriate, NACAC’s mission and programs. For instance, the fact that NACAC serves nearly 800,000 students at its National College Fairs and Performing and Visual Arts College Fairs is relevant to most reporters, especially those with national readerships.

• Listen to the questions being asked.

• Give as direct an answer as possible. Get to the point of the matter and don’t be evasive.

• Ask for clarification if you don’t understand something. Some questions can seem tough because they are unclear or ambiguous. Don’t feel intimidated—ask the reporter to restate the question more clearly.

• When faced with a multiple question, answer the one point that is most relevant to you. Then let the interviewer re-ask the others. If you don’t know, say so. Saying, “I don’t know, but I’ll find out” is valid—as long as you keep your promise! If the media discovers you have not been truthful or have concealed important information, they will pursue the question. If you can’t give them certain information, explain why. Never keep them wondering.

• Say the most important things first. Speak in headlines like a press release, get your main story over first, then expand in greater detail.

• Stay within your field of knowledge. Nobody expects you to be an expert on everything. Stick to what you know and use personal experiences.

• Always call back within the reporter’s deadline.

Following the Interview

• Contact NACAC following the interview to report the topic, reporter and media outlet with whom you spoke.

• Don’t forget to use your own public relations department or school newsletter to share information about the association’s initiatives. College and university public relations departments may also be helpful in developing messages and strategies for working with local and national media.

• Call the reporter after the story is published if you think they did a good job.

Tips for Television Interviews

• Keep calm and speak slowly and succinctly.

• Try not to use too many hand movements. Try not to touch your face or fidget—the TV will pick up on this and make you look as if you have something to hide.

• Look the interviewer in the eyes. Looking all around at the floor and ceiling will make you appear unprofessional.

• It is ok to ask the reporter what type of questions they are going to ask before the interview so you can prepare you answers.

Looking for more information? Contact media@nacacnet.org.

Source: www.counton.org/resources