Five things to know if the media gets you on the phone
If a reporter gets you on the phone, don’t panic. It’s a scenario I get asked about frequently when facilitating my Active Media Relations training. A media inquiry can feel high-pressure, especially if it’s unexpected—but how you handle those first moments matters. Keeping a few key principles in mind can help you stay composed and protect both yourself and your organization.
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1. Assume you’re on the record immediately
The moment you start speaking, you’re on the record. There’s no buffer period for “offhand” comments, and even if you try to go “off the record,” that line can be blurry unless it’s clearly agreed upon in advance. The safest approach is to treat everything you say as public.
2. You don’t have to comment right away
Answering the phone doesn’t mean you’re obligated to answer questions. You can—and often should—take a pause. It’s perfectly appropriate to let the reporter know you’re not able to comment immediately.
3. Ask what the story is about
Before responding to anything, get clarity on the topic. Understanding the angle, scope, and context of the story helps you make a more informed decision about how—or whether—to engage.
4. Clarify who they want to speak to
Find out exactly who the reporter is hoping to interview, and who else they may be speaking with. Position your questions as part of helping connect them with the right person in your organization, while also gathering insight into the broader story.
5. Ask for the deadline—and take your time
Deadlines matter in journalism, so ask what theirs is. Then set a reasonable timeframe to follow up. Saying “I’ll get back to you” signals professionalism and respect, while giving you space to assess the situation and plan a response.
Stay calm and composed throughout
Even if a reporter is persistent or working on a tight timeline, don’t let that rush you. Staying calm and courteous helps you stay in control. Getting flustered can lead to saying more than you intend—before you’re ready.
Handled well, even an unexpected media call can become a manageable—and sometimes valuable—interaction.
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