The Texas A&M Health Science Center (HSC) Office of Marketing and Communications (MarComm) operates a communications program on behalf of the institution, its colleges, centers and programs. This program promotes achievements and activities to local, regional and national print and broadcast media.

Whom to call

MarComm staff manages media relations for the HSC by initiating and monitoring coverage, as well as addressing media requests for information. Most media requests about the HSC or HSC-related activities are routed through MarComm or the respective college’s communications office. However, journalists may contact individuals directly.

MarComm is available to help with those direct requests. Faculty and staff should clear all media calls with MarComm or respective college communications office prior to responding to a reporter’s request for information and/or an interview.

In case of a crisis or emergency situation, it may be appropriate and necessary to utilize a spokesperson to represent an individual(s) and/or the HSC. This provides a unified, consistent message to the public.

When a reporter calls

• Obtain the reporter’s name and publication and ask how you can help him/her.
• If you do not have the authority or feel uncomfortable with the request, refer the reporter to your respective college communications specialist or MarComm at (979) 845-1934. The communications specialist or our office will directly follow up.

Before the interview

• For print media interviews: If you are unprepared for the interview, have the reporter call back in about 15 minutes, or you can offer to return the call. Collect your thoughts, get input from your communications specialist or MarComm in the form of talking points, then follow through on your promise to provide an interview. Note that some print reporters now videotape portions of their face-to-face interviews. In these situations, follow the same guidelines as for radio/TV below.
• For radio or television interviews: For off-campus interviews, if a communications specialist is available, he or she can accompany you. For onsite/on-campus interviews, especially those that will be videotaped, a communications specialist or designee should be always present. Prepare with the specialist a set of talking points. For both media, make sure to dress appropriately. For television, avoid wearing white or intricate patterns.

During the Interview

• Speak confidently and in a moderate tone.
• Have a message. Prepare a list of three to five main points you would like to make during the interview, regardless of what you are asked.
• Be aware that reporters often frame their questions to bring out the conflict in a story. Instead, state your position in positive terms. Do not repeat any negative words in the reporter’s questions. Do not let reporters lead you into saying something you do not wish to say.
• Anticipate the tough questions you may be asked and rehearse your answers. If they are not questions you prefer to respond to, address them briefly and segue to what you want to say.
• Assume everything you say to a reporter may be broadcast or appear in print, even if in casual conversation or when the interview appears to be over.
• Use simple language instead of technical terms and jargon. Speak in short sentences. Remember that the experience levels of reporters vary. Some reporters understand the subject matter and conduct excellent interviews, while others are general reporters or inexperienced and may need considerable assistance.
• Be brief. Newspaper reporters can take more time in their interviews and present more information than reporters from radio and television can. Seven seconds is the average length of a television sound bite.
• Avoid personal opinions when speaking for your colleagues, department or university. When giving opinions, particularly when discussing institutional issues or those involving controversy, make it clear you are speaking only for yourself.
• Speak to the reporter’s audience: the public. Explain what the information means.
• Respect reporter’s deadlines. Return phone calls promptly. In most cases, a reporter needs a response in minutes, not hours or days. Opportunities may be lost.
• Do not expect a reporter to show you a story before publication. If you fear a point has not been understood, ask the reporter to repeat it. Encourage a follow-up call for further clarification or additional information if needed, and contact your college’s communications specialist or MarComm if there are any concerns.
• Avoid “no comment” answers. They suggest you are trying to hide something or evade the question, so try to explain why you cannot make a comment.
• Above all, be honest. In some cases, the truth may hurt, but lies are deadly. And if you don’t know the answer to a question, say so. Don’t speculate.

Additional Tips

• Following the interview, please contact your appropriate communications office or MarComm to alert staff that an interview has occurred. You also can discuss the interview, apprise the news staff of any surprising issues or clarify questions.
• No news items (releases, advisories, etc.) are distributed by MarComm to the media without full collaboration with the source. Be aware, though, the communications office distributing the item cannot control what outside news organizations do once that item is received.

Remember, if you need assistance regarding an interview request or are not certain whether you are the appropriate person for the interview, contact the Texas A&M Health Science Center Office of Marketing and Communications at (979) 845-1934 or via email addresses listed online at http://www.tamhsc.edu/marcomm/contact/index.html