Journalists and reporters play an important role in sharing the work we do at WSU with industry and government stakeholders, alumni and donors, and the general public.
CAS Communications seeks opportunities to amplify your news and stories. Please inform the team of your interviews when possible by submitting basic details through the button below.
10 Tips for Engaging with Reporters
Respond to reporters promptly. They’re often on deadline.
If your schedule is booked, ask the reporter about his/her deadline to see if you can work out a mutually beneficial time to meet.
Approach reporters and photographers with respect and courtesy.
They are professionals doing their jobs. It’s perfectly acceptable to ask for a reporter’s contact information, what publication or outlet they are working for, and when they anticipate publishing the story. However, do not ask about reviewing a draft prior to publication.
Provide information that is accurate, concise, timely, and truthful.
Keep in mind that you are a representative of your unit, the college, and Washington State University.
Consider the reporter’s audience.
In general, avoid specialist language and scientific terms used in your research or presentation. Reporters have limited time and space to tell the story. Additionally, they need to write for understanding by a variety of audiences who may not have the same specialist or expert knowledge as you.
In conveying your information, it may be helpful to condense your message into bullet points, and then let the reporter follow up with appropriate questions.
Prior to the interview end, remind the reporter of what your main point is to help with clarity and to reinforce your position.
If you’re interviewed about a sensitive topic, answer questions honestly.
Choose your words carefully to minimize any misinterpretation.
If you don’t know the answer to a question, offer to find out.
Provide the correct information to the reporter as quickly as possible.
Never go “off the record.”
There really is no such thing as “off the record.” You should be comfortable seeing everything you say printed in bold letters on the front page.
Be comfortable with the fact that whatever you say will appear briefly, if at all, and that it will be simplified.
In journalism, 750 words mean 750 on the nose — not 750-ish. Radio spots seldom exceed a few minutes and TV camera time is much shorter. Don’t interpret cursory reporting (or not being quoted) as being disrespected. Good reporters always collect more than they can possibly use.
Also, don’t assume the reporter has total control over what gets used. There may be editors and other parties that evolve the content. Additionally, don’t be surprised when the reporter uses something you feel is less relevant. Sometimes a means to a good hook may not be the most important point or fact.
Don’t complain unless you’ve been seriously misrepresented.
If you value being a source, then limit complaining only if you have been blatantly misrepresented. It is acceptable to contact the reporter regarding factual errors. This contact should be conducted respectfully. If factual errors are critical to the understanding of the subject matter, you can ask if the reporter could note the changes.
If you have truly been misrepresented and have not been able to rectify the situation through the reporter, you may choose to contact the editor or director. If you find that you are in this situation, we recommend contacting WSU News, as they might have connection with the publication.
Finally, thank the media.
A thank you is always appreciated, and it just might open the door to be a source for future assignment opportunities within your field of study.
Adapted from
“5 Ways To Ensure A Newsworthy PR Pitch” , Marc Cowlin, Meltwater Public Relations Blog, February 26, 2014.
“Dealing With the Press”, Inside Higher Ed, November 5, 2014
“Ten Tips for Working With Reporters”, University of Louisiana at Lafayette