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Media Relations & Inquiries
Receive, pause, await and prepare.
Student Affairs staff may receive inquiries for a story or quote from news outlets such as W&M News, student publications like The Flat Hat or local, state and national publications. Learn the steps to take when you receive a request and how to prepare your comments.
Responding to an Interview or Quote Request
When you receive a request, regardless of its nature, refrain from immediately returning the email or phone call. Instead, take these steps:
- Notify your supervisor of the details of the request, including the deadline.
- Notify Heather Deere, Director of Student Affairs Communications.
- Await direct guidance and approval from Heather or Suzanne Clavet, Executive Director of Media Relations, before responding.
Interview Tips
Most of us likely feel comfortable with presenting or submitting comments for internal newsletters, but may be unfamiliar with interviewing with media outlets. University Communications offers some suggestions to help you through the unique circumstance.
Be timely.Activate the response chain as early as possible. Regardless if your interview is approved or denied, make sure you call the journalist back before the deadline, even if it is just to explain an unforeseen obstacle. If the deadline passes without a response from you, the story could still be used but report that you were unavailable for comment, implying indifference or defensiveness. |
Prepare & keep it simple.Have a list of three brief points you want to make during the interview. The more concise your points or message, the better. |
Stay the course.Do not feel compelled to answer a leading question. Think of a question as a jumping off point and an opportunity to say what YOU want. Redirect phrases like "What I would say..."; "My research shows..." or "The facts as I understand them..." are good bridges from the question to the answers you want to provide. |
Don't be afraid of silence.Make your intended point, and allow the interviewer to fill the time. Avoid answering a question only to ask them not to quote you, or asking to go off the record. |
Say what you mean, mean what you say.Answer in complete sentences so that the answer can stand on its own. For instance, if you are asked "What color is the wall?", instead of answering "white," say "The color of the wall is white." This ensures context is provided to your answer. Never, however, repeat false or misleading information from a question. While you should avoid asking to review their article, you may ask to have your quotes read back to you. Feel comfortable saying "let me rephrase that." |
Is it live or recorded?Your responses should not change regardless of the answer, but it is within your right to know if the interview is being recorded. |
Further Training
Want some one-on-one direction for an upcoming interview?
University Communications offers media training for faculty, staff and administrators. Training includes what to expect during an interview, tips on answering difficult, or leading media inquiries and advice on how to best dress for an on-camera interview. Contact University Communications to schedule an appointment at wmnews@wm.edu.