Understanding reporter needs for better collaboration
To effectively engage with the media, experts should develop an understanding of how reporters navigate their job duties. A solid grasp of their expectations and routines is essential for improving your preparation and ensuring a successful interview.
- Quick turnaround time. Reporters are working in a fast-paced news cycle, navigating daily deadlines and are frequently low on time. When you engage with them, remember they might not have in-depth knowledge of your area of expertise. They rely on experts to help them break down complex ideas and build understanding for general audiences.
- Multiplatform content. Most journalists aren't just writing for one medium anymore. Reporters may share content through traditional print and broadcast platforms, social media, and alternate channels such as podcasts or Substack. Consider how you might be able to support their needs across platforms. Do you have photos of your work, audio, video, graphs or other visuals you can share to augment their reporting? Can you meet reporters in a relevant location like a lab or out in the field so they can take photos or video?
- Clear and concise explanations. Your expertise is necessary for building accurate and comprehensive understanding for journalists and their audiences. By strategically preparing your message — ensuring it is concise, provides context, and respects their time limitations and need for multiplatform content — you can align with the reporter’s professional workflow. Prepare metaphors, examples and anecdotes that will reinforce your key points. Preparation and clarity will help ensure more accurate coverage and can lead to productive long-term partnerships with reporters.
For more information, to schedule a media training, or to connect with the University Marketing Communications PR Team, contact [email protected].