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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 getting shared more broadly. Need help? Ask IARC's media contact Heather McFarland.
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 getting shared more broadly. Need help? Ask IARC's media contact Heather McFarland.
Pre-interview questions
Pre-interview questions
What is the deadline?
What is the topic of the story?
What platform will the story be on?
What can I do to prepare? Are any questions available in advance? (this is not always possible, but it's OK to ask)
Research the news outlet and the journalist
Research the news outlet and the journalist
Is the writer familiar with science stories? Are they a science reporter or a general assignment reporter? Knowing this can help guide how much detail you should provide.
A general reporter will usually want to keep the story broad, and often with an emphasis on why people in X local community 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.
Craft your message
Craft your message
Prepare your message and think through sticking points. Try the Message Box Method to help shape your ideas.
Practice saying your key finding out loud. Practice saying your key messages without jargon. Use short sentences. Use 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.
During the interview
During the interview
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.” Take the time to gather your thoughts, but make sure to call them back quickly.
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.”
Know when to stop talking. Avoid long lists. Stick to 1 or 2 strong examples.
Make it personal and relatable
Make it personal and relatable
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.”
Questions to expect
Questions to expect
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, ideally simple, option.
Preferred affiliation
Preferred affiliation
Please emphasize your affiliation with the International Arctic Research Center. It is unlikely that a reporter will 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 the interview goes off-track ...
If the interview goes off-track ...
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 ...”
Asked a question outside your expertise?
Asked a question outside your expertise?
If you are asked questions outside your expertise, don't guess or say "no comment," simply direct them to someone else.
“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 or direct them to Heather McFarland who manages media relations for IARC.
After the interview
After the interview
If you left out important information or made a mistake—reach out.
Don’t blame the reporter for headlines or 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.
Sample message box
Sample message box
The Message Box helps you take the information you hold in your head about your work and communicate it in a way that resonates with your chosen audience. Learn more about how to make your own!
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