The chair of the political science department at Duke has a smart essay in the Chronicle of Higher Education (subscription required – which is free when on the UT network) on faculty and the media and offers some excellent suggestions about how to handle interviews and how to deal with the last-minute nature of the news media.
His best tip:
Ignore the question. Reporters ask bad questions. Fact is, they may not know enough about your subject to know what a good question even looks like. Faculty members often say after an interview, “But I never got to talk about what I really wanted to say!” Well, that means you misunderstood the whole process.
Questions are a way to get you, the faculty expert, to talk. Reporters can’t guess what question you want to answer. So ignore the question. Many, many times, I have gotten a question, and I nod and then answer a completely unrelated question. I cover something I want to talk about, have prepared, and really know about. Surprisingly often, the reporter looks at the cameraman, they both nod, and say, “Thanks, that’s all we need.”
While we have many faculty members at UT who are willing and/or happy to do media interviews, we’re always looking for more. These interviews offer the chance for UT to position itself as a community resource and for faculty members to position themselves, their department and their college as important players in broader societal discussions.
As Dr. Michael Munger discusses in his essay, the stop/go, hurry-up/wait culture of the media can be frustrating at times, but, particularly in a world where video can be saved and reused via new media, media interviews can be used to convey faculty expertise across the world in seconds.
The University Communications Office does offer media training to anyone who is interested in improving his or her on-camera presence or who has questions about the interview process. Please e-mail me at jonathan.strunk@utoledo.edu if you are interested.
As Munger says, “Don’t go turtle. Your university needs you, and so does the world.”
