• 1. Phone Calls: Return calls from members of the media immediately. Journalists are on tight deadlines and need quick responses.
• 2. Prepare: Ask the journalist what the angle is before the interview starts, and draft two or three essential points that you want to get across. Whenever possible, provide the reporter with background information or statistics prior to or immediately following the interview.
• 3. Decorate: If the interview is taking place in person and there is potentially a camera involved, make UAA visible in the area around you. If there is nothing "UAA" in your space, face your computer screen out and direct it to www.uaa.alaska.edu.
• 4. Listen: Really listen to the question that you are being asked. Take time to formulate your response before you start to answer.
• 5. Tell Your Story: Start with your point of view (attitude/feeling/opinion), provide one supporting detail, example, analogy, or statistic, and return to your point of view to complete all answers (or to regain focus if you are getting lost).
• 6. Be Honest and Accurate: Answer questions honestly and openly. If you are unsure or uncomfortable with the information feel free to say, "I am not positive about that, but I will find out for you."
• 7. Think Sound Bites: Keep answers short and to the point. Think in five-word answers that avoid acronyms. Assume your audience is the "average Joe" who knows nothing about your area of expertise.
• 8. Traps: Be careful to avoid repeating an interviewer’s words and try not to answer hypothetical questions. Never speak "off the record." Say only what you would want to see in print. Don't ramble -- once you answer a question, resist the urge to elaborate unnecessarily. Also, prepare for the three questions you hope are not asked.
• 9. Relax: Smile, make eye contact, and be assertive. Remember that you are the expert and the much-needed source for the story. This is an opportunity for you to showcase both your knowledge and the university.
• 10. Wrapping Up: Thank the reporter and ask what else you can do to help. As a useful media resource, you (and UAA) become the much-appreciated "go-to" source for future stories.
• 11. Utilize Resources: If you are ever unsure about your message or the integrity of the interview, contact Marketing and Communications. We are here to help you build a positive and successful relationship with the media.

Provided Courtesy of PSU