I am a huge fan and supporter of the Trinitonian. This isn't to say that sometimes I don't disagree with them and their opinions. On the whole, though, the paper has a sustained record of excellence. That said, here are some tips for my colleagues when the spotlight turns toward them:
1. You should say "yes" to being interviewed
The best way to manage the flow of accurate information is to offer it. Avoiding interviews makes people think there is something to hide. Even worse, is saying "no comment." It is a stiff-arm to legitimate queries and makes reporters even more suspicious. Often you can help reporters by referring them to additional/different/better sources if they are requesting you to comment on something out of your wheel house.
2. Be accessible
The students are very busy and juggling deadlines. They will appreciate it, and remember, if you take calls outside of normal hours or send some quick email responses to follow-up questions. It may behoove you as well in the long run.
3. You don't have to answer the questions just because they are asked
You need to be honest, but aren't under oath and aren't required to answer things that are off limits. Generally this happens with private and confidential information, usually about students and employees. I like to talk in generalities when this happens: "Well, usually staff members are discouraged from coming to work high..." or "What a lot of campuses face is..."
4. The paper is a valuable conduit of real news
Transparency, communication, and the exchange of information are critical to the media and our paper is no different. Being on the hot seat can be difficult, but explaining one's self and one's decisions is important. When I visit other campuses I pick up their papers to compare them to ours. None match the content, the layout, and the pizzazz of our campus paper.
5. It is all about student learning
Once you see the value (#3), the next step is understanding that not only is the Trinitonian a service, but it is an educational vehicle for students. Nearly everything we do here is about student learning. Reporters are sometimes nervous to talk to adults who have been here awhile and can be guarded at best and blustery at worst. Believe me, it is tough when a reporter makes mistakes at the expense of your reputation and career. Get over it though.
6. Keep perspective
It is easy to think that what we do is soooo important. Sometimes it is. But we are a small campus in South Central Texas and mostly nobody else cares. Polar ice caps are melting, the rich are getting richer, and world leaders with WMDs are assigning nicknames to one another. We are not "all-that."
7. Your quotes are less interesting than you think
It took me a while to figure this out. Sometimes when I read my quotes I am like "oh no, this is totally out of context." That used to drive me crazy. Then I realized that usually people glance through stories, get the drift, and then check their iPhones. The quote you obsess over is probably of very little consequence. The truth is, that out of a twenty-minute interview you will probably have two or three quotes - tops. And reporters will just be using you, really, to weave their narrative.
8. Let reporters record your interview
Everyone wins. My fear used to be that I would be misquoted. Now I fear I will be quoted accurately. "Did I really say that?"
9. Try to be interesting
I try to drop in an outlandish nugget in every interview. I learned this from my mentor Dr. Coleen Grissom. (This was never a strategy for her, she just did it because she was that good.) Once you realize you aren't Such a big deal (see #6), then you can have fun. I try to drop a money quote in every interview. Unfortunately, few get published, either out of the reporter's respect for my reputation, or because they didn't think I was as amusing as I did.
10. You can go off the record
All you have to do is say, "Can I go off the record?" Sometimes this is important when a reporter is sniffing around an angle that isn't accurate. And sometimes you are trapped in terms of what you can say for print. You still can't divulge private information, but you can say things like, "We are going to announce this change in a week, so be patient..." Some stories are non-stories and you can derail them by being honest. And it makes you feel really important to lean in, look side-to-side, and say, "Off the record..." But that's just between us.
11. You can't proofread the story
Journalists don't want you to even ask. They are loathe to cede control of their material, their story, and their angle to one of the sources. You usually can't talk them out of using your quotes once you have spilled the beans. But, our students generally aren't out to get us. If you build rapport and then later get nervous about what you said, a reporter might be open to reading back your quotes to you to give you peace of mind.
12. Someone will always disagree with you
The reporters are taught to cite multiple sources. Sometime you are a primary source or a secondary source. You will probably know which when you know the topic. The most maddening thing is there will always be a student quote that makes you seem like you know nothing: "Free tuition for everyone is fine, but really, if I can't find a place to park I will never give money to Trinity." This is done in the name of balance. Get used to it.
13. Let it go...
From time-to-time employees will write back for clarification - often on minor points - and occasionally without much grace. The more you keep a story going the more life it has. Don't feed the fire.
14. Finally, it is important to understand the role of the advisor.
Katharine Martin does a great job training the students and processing the issues they grapple with. And, she regularly reviews their work after it is published. But, she doesn't review content in advance unless the students are seeking her help. This is critical so the press, even at a small private school, is seen as independent and free from censorship. That is what creates an authentic and valuable learning experience, and one we can share in by being competent and interesting interview subjects.
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