WHAT TO DO WHEN THE MEDIA CALLS

1. Ask questions. Determine the name of the publication or network. Find out what the story is about, the reporter's angle, when the deadline is. If you don't feel qualified to answer or are uncomfortable with the approach, feel free to suggest other angles, other sources of information.

2. Be clear about who you are representing -- yourself, your library, the American Library Association or state chapter.

3. Be prepared to answer the standard Who-What-When-Where-Why and How questions. Have supporting facts and examples available.

4. Beware of manipulation. Some reporters may ask leading questions, something like "Would you say that..." or "Isn't it true..." followed by an idea for your agreement. Make your own statement.

5. Think first. Think about the subject, your audience and what message you want to convey. Do not be pressured into responding. If you need more time, tell the reporter you'll call back.

6. Pause before answering questions to think about what you want to say and the best way to say it. Do not repeat a negative. Make sure your comments are positive.

7. Be brief, to the point. If the reporter wants to know more, he or she will ask. This is even more important with the broadcast media when you may have only 20 seconds to respond.

8. Never say "No comment." Maintain an open, positive attitude. If you are waiting for direction from your board or need time to study the issue, say so.

9. Remember, it's okay to admit you don't know. "I don't know" is a legitimate answer. Reporters would rather have no answer than the wrong answer. Tell them you'll get the information and call back. Or, refer them to someone else.

10. Be sure to talk about librarians. Libraries don't happen by themselves. Make clear that there are professionals who design and provide these services.

11. Alert the ALA Public Information Office if there is an issue or incident that you feel merits comment, research or additional briefing material from ALA.

12. Fill out a Media Contact Form. Keep a copy for your records (you may want

to contact the reporter again) and return to the ALA Public Information Office.

From "The Right To Know: A United Voice: ALA Media Training and Speaker's Network"

The American Library Association, 1992

Reprinted with permission.