A bit of preparation can ensure your interview is poised and your quotes are clear and concise.
Good quotes help the story shed a positive light on you and your research—and can also result in your story being shared more broadly.
What is the deadline?
What is the topic of the story? Is the writer familiar with science stories? Are they a science reporter or a general assignment reporter? Knowing this can help you decide how much detail to include. A general reporter will usually want to keep the story broad, often emphasizing why local people should care. Keep your messages simple. A science writer may be more comfortable and willing to get into details and the complexity of your science.
What platform will the story be on?
Are any questions available in advance? (not always possible, but OK to ask)
Practice saying your key finding out loud, without jargon. Use short, complete sentences. Imagine that each sentence is going to be turned into a quote.
Organize your message with the most important details first. Then add supporting facts. If there is time, you can share less important information at the end. *Don’t start with a “what we don’t know” or “there is uncertainty” statement. Avoid nuance.
Not ready when they call? It’s OK to say, “I’ll call you back in 5 minutes when I’m in a quiet spot.”
Keep your key messages handy and use them.
Know your facts, don’t guess. If you make a mistake, correct yourself. Avoid going “off the record.”
Stick to 1 or 2 strong examples.
Tell them why you care!
Explain the significance—why should the finding matter to people?
Use vivid language and metaphors: “Imagine that ...” or “Sea ice loss in the Arctic is equivalent to a city losing its asphalt.”
Prepare for wide-open questions. “Is there anything I haven’t asked that you’d like to add?” Always use this to reiterate your key point: “If there’s one thing I’d like you to remember...” or “The most important next step is...”
Prepare for the general questions:
“What does IARC do?” Review IARC's mission.
“Where can I learn more?” Provide one simple option.
Please emphasize your affiliation with the International Arctic Research Center. A reporter is unlikely to list more than one affiliation. If they ask, or indicate they are willing to list multiple affiliations, you can share your affiliation with UAF or a subgroup within IARC.
If you feel the conversation is getting off topic or heading in a direction you are not comfortable with, try these bridging statements to get back on track and steer the conversation toward the important aspects of your research.
“I don’t know about ___________, but I do know ...”
“I don’t have all the information on that, but I’ll have someone get back to you ...”
“What I can tell you is ...”
“Let me add ...”
“The most important thing to keep in mind is ...”
If you are asked questions outside your expertise, don't guess or say "no comment," simply direct them to someone else. You could say, “That question doesn’t fall within my expertise, but _______ would be an appropriate person to contact instead.” If you don't know who to direct them to, share the UAF experts guide.
If you left out important information or made a mistake—reach out.
Don’t blame the reporter for headlines or for only using a small portion of the interview.
You’ve been misquoted, or the facts are wrong? Choose your battles. If it’s a minor point, let it go. If not, reach out.