When a Reporter Calls

Calls from the news media are generally unexpected, but not typically reason for panic. Very often, reporters don't know from one day to the next what stories they'll be covering, which means the people they need to get information from (you) don't usually know today that a reporter is going to call tomorrow.

You, as a credit union professional, are an expert on financial and consumer issues. You're the knowledgeable source, and a reporter calls you because he or she needs the information you can provide to help tell their story effectively. Most times a reporter wants to know what you know about a particular issue, trend or development, to get the credit union perspective.

Providing the media with sound financial and consumer information establishes you as a credible, reliable resource. Realize, too, that sometimes they'll be calling about topics that you would rather not discuss. But if you want the media to cover the positive, you must be ready to deal with the not-so-positive. All media calls are an opportunity to share information, clarify, explain and present a unique perspective.

Follow these tips when the media calls:

• Make sure your staff knows who the spokesperson is at your credit union, and ensure all calls are forwarded to that designated person.
• Always return calls from a reporter. If you are unavailable when a reporter calls, make every effort to return the call within two hours, even if you think the deadline has passed. Returning the call demonstrates your good faith. Nothing is worse than for readers to learn that, "John Smith, CEO of ABC Credit Union, did not return telephone calls requesting comment."
• Remain calm and in control. Remember, the reporter called you because he/she needs your help with a story. Journalists are regular people just doing a job.
• Complete a media log to capture important information for future reference.
• Find out whom the reporter has already talked to or plans to talk to.
• Ask what information the reporter already has and for the overall slant or point of view the reporter plans to take.

Tips for a successful interview