St. Cloud State University developed an Expert Guide to extend our regional reach while sharing the excellence of our faculty and programs, our relevance, and the success of our students. The Guide more systematically connects media requests to our faculty and staff.
The Guide creates more opportunities for the members of our campus community to:
The Expert Guide lists faculty and staff across the university who are willing to share their experiences or expertise with the media for various purposes, story ideas or other needs.
Faculty and staff who participate in media interviews represent themselves, their program/office and St. Cloud State University. Refer to and use these tips to prepare for your interview for both content preparation and overal visual and auditory appearance.
Preparation is critical. Take the time to prepare for the interview, including practicing answering questions. If your interview isn’t for TV, feel free to keep key messages and notes in front of you for reference if you’d like – just be sure to avoid reading responses verbatim.
Headline your responses. Make the first part of your answer a general overview that sums up your position clearly and accurately, and then follow up with specific details.
Utilize “bridging” to control the interview and get back to your key messages. If questions aren’t relevant to the topic, it’s okay to transition to another related topic after you have finished briefly answering the initial question. Bridging phrases/examples include:
Nothing is ever “off the record.” Anything said to a reporter is fair game for publication – make sure you stick to the key messages you want to see included in the story. Don’t say anything you wouldn’t want to read in the story.
Avoid saying “no comment.” In place of "no comment," use a bridging phrase (see above) to bridge back to the topics and key messages you’re there to cover.
Stay away from academic or industry jargon. Remember that the reporter and/or the audience you are speaking to might not be knowledgeable about your topic or higher education. While a certain amount of shoptalk is fine with trade reporters, try to leave the acronyms and industry jargon behind and explain everything using non-technical language whenever possible.
Share brief examples, stories and anecdotes. Brief, compelling stories and examples help to paint a vivid picture of what you’re discussing.
It’s okay to say, “I don’t know.” If you don't know the answer to a question, it’s okay to say so instead of grasping at a possible answer or getting flustered. Offer to get the answer as quickly as possible and do it.
Make your last statement count. If asked “Is there anything else you’d like say?” be prepared to share a key message to summarize.
Avoid speaking too fast or running sentence together. The audience has to absorb what you are saying. Crowding more information into the interview does no good if listeners can’t follow what you say. Take a breath between sentences. During questions, take breaths while listening to the host.
Speak clearly and in a confident voice. If something is barely audible, it is difficult to bring up the volume without distortion. Be conversational – talk loudly enough for the host to hear you clearly.
Try not to step on the host’s questions. You will probably anticipate the end of a question before the reporter finishes it, but resist the temptation to answer before the host stops speaking.
Try to avoid “er’s” and “um’s” during the interview. If one or two slip in, don’t worry about it – just move on and remember to pause when needed.
Keep your attire simple. Avoid checks, stripes or other busy patterns that will “dance” on the TV screen. Also avoid clunky or loud jewelry/accessories.
Stay and look engaged. Always be attentive to the reporter, fully listening to each question. Look at and direct your answers to the reporter (not the camera). Avoid crossing your arms, leaning back in your chair, and chewing gum.
Limit gestures. The camera exaggerates body movements, no matter how small they seem to you. It’s good to show passion for your subject, but excessive hand/arm movements will distract from what you’re saying.
Be sure to turn off all cell phones and other buzzing/ringing devices.
Relax and have fun! Remember that you’re the expert on the subject at hand, and don’t forget to smile and breathe.
Be mindful of your background. Make sure everything that will be visible on a video call is tidy and appropriate for the public, and that there is no confidential information in view. If you would rather use a Zoom background, please use one provided by University Communications with approved branding.
Aim for good lighting and sound. Find a quiet spot to take the interview, with minimal background noise and distractions. If possible, face a window or lamp for optimal lighting; avoid having a window or light directly behind you.
Make sure you’re framed in the screen. Set up so that your computer camera is level with you, and you’re not looking up or down at the camera. If you have multiple monitors, remember to look into the one with your computer camera during the interview.
Turn off alerts, computer programs and Zoom/video filters. In addition to silencing your cell phone, remember to close out of computer programs that have visual and audio alerts that may interrupt your interview or be distracting to you. Also double-check that any Zoom filters are turned off before you sign on to do the interview.
University Communications would like to hear how the interview went and monitor for the story when it is published or airs. Please share a brief post-interview summary with the our office. The communications team can also assist if the reporter requests additional information, visual assets or comments from the university.